Earlier this year, Parle Agro Pvt. Ltd. signed on Bollywood actor Salman Khan as the new brand endorser for its aerated fruit beverage label Appy Fizz’s summer campaign. The Indian beverage manufacturer has announced the launch of its new #FeelTheFizz marketing campaign with a budget of INR 100 crore with Khan as the face of the campaign.

Speaking on the new campaign, Nadia Chauhan, Joint Managing Director & CMO, 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 solidifying it as the leader of the Fruit plus Fizz category.

“Salman Khan as the face of the brand plays a critical role in achieving the aggressive vision we have set out for the brand and the category it created. Driving scale in distribution, recall, and preference are the key brand objectives for the brand in 2018”, she added.

The Campaign

The creative agency behind the campaign is Sagmeister & Walsh, while the TVC is produced by 1st Ave. Machine, New York, and directed by Morgan Harary. “We continued to build on the #FeelTheFizz storyline while pushing the boundaries of being bold, edgy and confident, core attributes of Appy Fizz as well as its consumers”, said Jessica Walsh, Partner at Sagmeister & Walsh.

The new campaign will be released simultaneously on TV, Digital, and OOH. TV investments include a presence on large-scale properties like the IPL, Bigg Boss on Colours and Bigg Boss Telugu on Star Maa. The campaign will also see significant investment in in-store activations, cinema advertising, and on-ground activations, reports India Retailing.

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With the aim of increasing distribution and presence across India, Parle Agro will also be introducing a new Appy Fizz 160 ml PET bottle priced at INR 10. The new pack, which will be produced at the organizations newest manufacturing location at Sitarganj, Uttarakhand, will also feature Salman Khan on its packaging.

“The new campaign for Appy Fizz is as exciting as it gets. I am sure the product and the new #FeelTheFizz campaign will surely resonate with all my fans”, said Khan, who has formerly been associated with Appy Fizz through popular Indian reality show Bigg Boss, of which Appy Fizz was one of the major sponsors.

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