Choos the Mango
“Like an episode of Club MTV if David Lynch directed it.”
context
Frooti is a leading mango juice brand in India that wanted to radically change how it tells stories.
The challenge was to reveal the rebrand without alienating consumers who have loved the Frooti brand since the ’80s.
collaboration
SpecialGuest and media production company 1stAveMachine partnered with creative agency Sagmeister & Walsh on Frooti’s rebranding launch campaign. SpecialGuest and 1stAveMachine director Karim Zariffa worked directly with both Sagmeister & Walsh and Nadia Chauhan, the owner and chief marketing officer of Parle Agro, Frooti’s parent company, from concept to realization.
concept
A top goal was to create a strong emotional connection with mass India and resonate with Indian culture. Zariffa, who art-directed the film “Choos the Mango,” brought his signature playful and vibrant aesthetic to the project. The film was shot in Mumbai with Indian Bollywood star Shah Rukh Khan.
As a result of the campaign, Frooti moved from No. 3 to No. 2 in India, and sales increased by 60 percent. “Choos the Mango” has garnered more than 7.4 million views on YouTube. AdWeek compared our Frooti work to “an episode of Club MTV if David Lynch directed it.”
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