Parle Agro has launched its new #FeelTheFizz marketing campaign for its brand Appy Fizz with a budget of Rs 100 crore. This will be the first campaign for the brand, featuring its new brand ambassador Salman Khan.
The new campaign, which builds on the need for the brand consumers to own their fizz, is targeted towards the youth across India. It is a part of the overall strategy of the company, which is targeting a turnover of Rs 5,000 crore by the end of 2018, as well as building the Fruit plus Fizz category to Rs 4,000 crore over the coming years.
With Appy Fizz, Parle Agro’s fastest growing brand, it is looking to step up its foothold in the Indian beverage space and continue to be the leader in its sub-category.
The Rs 650-crore brand has been a market leader in the category of Fruit plus Fizz drinks, and 2018 will see one of the largest marketing budgets allocated to the brand since its launch, aiming to further strengthen the brand’s connect with millions of consumers across India.
Speaking about the new campaign, Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro, said, “With the new #FeelTheFizz campaign, the target is to further increase the double-digit growth Appy Fizz has been consistently seeing, over the past few years, while strengthening its leadership in the Fruit plus Fizz category.”
With the aim of increasing distribution and penetration across the country, Parle Agro shall this year also be introducing the new Appy Fizz 160ml PET bottle stock-keeping unit (SKU) priced at Rs 10. The new pack shall also feature the image of Salman Khan on its packaging and is manufactured at Parle Agro’s newest manufacturing location at Sitarganj, Uttarakhand.
Parle Agro, with brands like Frooti, Appy, Frooti Fizz, Appy Fizz, Bailley, Frio, Dhishoom and Café Cuba, cater to the mass market.