Promotion - Integrated Marketing Communications

Frooti is promoted through various television commercial, banners, hoardings, online etc. Due to these promotions, Frooti has an excellent brand recall. The tagline of Frooti goes hand in hand. If you have to say Mango Frooti out loud, the consumer or even the audience will immediately link it to the fresh and juicy tagline. The product seems incomplete with this tagline.

Integrated Marketing Communications (IMC)

Integrated marketing communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness.

An example of this in relation to Frooti would be:

Juicy Mango Surprise Project: This particular campaign had a tremendous impact and went viral with its humorous advertisements. A hidden camera captured people’s reactions to giant sized mangoes rolling down after them. This thus tickled the funny bone of the viewers and helped change their perspective of Frooti being a fun drink.  This project called the Juicy Mango surprise can be involved in the outdoor activities involved in the IMC. There was a lot of word of mouth buzz and viral videos that were circulated. This on ground activity was conducted in 12 metros and mini metros in malls, colleges and other youth hang outs.

Promotion of a brand are divided into two parts ATL and BTL promotions

ATL (Above the line) Promotion: (Television, cinema, radio, print, and Out-of-home to promote brands or convey a specific offer)

Some of Frooti’s famous campaigns are:

Shahrukh Khan Campaign: One of the most successful TV commercials in which they resort to celebrity endorsement for the first time. What makes the ad even more enchanting is the soulful track that holds the film together.

The Digen Verma Campaign: Frooti had always been positioned as a drink for kids. After a few years of establishing their image in the market they wanted to switch sides and position themselves as a drink for the youth. The Company wanted to reposition its product and create hype around it. To do this, they introduced a mysterious character called Digen Verma. Digen Verma they said was a real life, down-to-earth person, who, like any college student likes to bunk classes, is a good sportsman and is a popular figure in the college, with whom the teenagers can actually associate themselves. The enigma called 'Digen Verma' was everywhere, in buses, film halls, colleges, cyber cafes and shopping malls. 'JUST who is Digen Verma?' That's what the nation seemed to be had been wanting to know. In the 15 days that the campaign lasted in (February 2001), Digen Verma seemed to have become the most talked about faceless name in the country.

BTL (Below The Line) Promotion:  BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having short duration. It is efficient and cost-effective for targeting a limited and specific group. It uses less conventional methods.

Frooti rarely indulges in such form of promotion.