Relaunch of Frooti-The 'Digen Verma' Campaign

CAN DIGEN VERMA GENERATE SALES?

The ‘Digen Verma'campaign seemed to have been very successful in terms of the interest it generated. For Rs. 30 million spent on it, the customer awareness it was likely to capture for ‘Frooti'seemed quite phenomenal. Though the campaign had been successful in generating interest, some analysts were skeptical about whether a campaign could actually generate sales.

They held that a teaser had to deliver, otherwise, all that curiosity merely served to get people irritated faster. Ultimately, a teaser was not a substitute for advertising, nor was it a substitute for brand building. It was a device, no more no less, that was meant to grab the attention of the consumer. Analysts pointed out that many of those who had watched this campaign, had expressed certain disappointment when they learnt that it was a promotional campaign for Frooti. Some analysts felt that Digen Verma may become larger than the brand, ‘Frooti'; this would defeat the very purpose of the creation.

Parle Agro and its ad agency however felt that its campaign had been successful in not just evoking interest but also in increasing sales. Said Prakash Chauhan, “We have just spent Rs 30 million on this campaign, and the sales are already up by almost 30 per cent.'' As regards the feeling of disappointment among those who watched the campaign, Dhaimade, commented, “We were expecting this response. People will have to wait and watch.”

All said and done, no matter what effect the ‘Digen Verma'campaign ultimately would have on ‘Frooti'sales, this campaign was probably one of the most innovative teaser campaigns ever run in India. Although the efficacy of it may be subject to debate, the ‘Digen Verma'campaign would be remembered for its sheer creativity and the unprecedented public interest it generated.

QUESTIONS FOR DISCUSSION:

1. “With pressure from all sides, Parle Agro was forced to rethink its strategy.” Discuss the components of the re-launch strategy for ‘Frooti'?

2. Discuss the rationale behind the ‘Digen Verma'campaign. Do you think it will be effective?

3. “Success of a brand is dependent on many factors besides the promotional campaign.” Comment.

	Continued....


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