Be Bold, Be Brave’ is the motto of Parle Agro’sexhilarating malt flavoured fruitdrink, B Fizz. A pioneer in India’s beverage category, the company has struck yet again with an edgy new ad campaign for B Fizzand rugged new face for the brand,Arjun Kapoor. Unveiling the new ambassador-drink duo, it evokes a sense of fearlessness and boldness.

Launched in the midst of the pandemic last year, the addition to itssparkling fruit drink category, B Fizz has seen extraordinary success. As per secondary data research, within a year, B Fizz alone has led the growth of the malt flavoured fruit drink category by nearly10 times on account of its ever increasing demand. Also, by disrupting the category due to its unique taste and price point of Rs 10 for 160 ml SKU, the company has not only sold close to half a billion units in a year, but also became the fastest growing malt flavoured fruit drinkbrand in India.

Nadia Chauhan, joint managing director and CMO, Parle Agro, said, “In the past one year, B Fizz has grown exponentially, multiplying our sales and expanding not just the sparkling fruit drink category, but growing the malt flavoured fruit drink category multifold which was almost non-existent in India. Expanding the portfolio successfully in the midst of a pandemic is a clear testimony to our determination and ambition. Looking forth, we not only aim to build the malt flavoured fruit drink category further with B Fizz, but with the combined might of Appy Fizz and B Fizz, we intend to build the sparkling fruit drink category to a 10,000 crore category by 2030.”

“Parle Agro takes pride in being a pioneering beverage brand that is not afraid to take risks to meet and exceed expectations of our customers. With B Fizz, we wanted to tap the audience that is bold, loves to take risks and seeks new experiences. In our latest ad for B Fizz, we have captured this very sentiment through the imagery which is bold and edgy,” she added.

“Arjun Kapoor is the perfect choice to represent the ‘bold’, ‘unique’ characteristics of B Fizz and we are elated to have him onboard as the ambassador for the brand. Just like Arjun’s personality, B Fizz too holds a strong distinct character that cannot be compared to another. The refreshing duo is sure to drive reach and build greater visibility for the brand and make B Fizz an easy pick for beverage consumers across India,”said Chauhan.

Arjun Kapoor said, “I’m thrilled to be representing a unique, bold and revolutionary drink like B Fizz. There are times when a brand’s ideologies and your own personality harmonize perfectly, and my association with B Fizz is simply that. Shooting for the ad was a great experience especially because the brand’s approach to advertising is so unique. I’m excited to be a part of ParleAgro’s vision for the brand and look forward to being part of their growth journey