A year after leading an animated rebranding campaign for Indian mango drink giant Frooti, NYC design firm Sagmeister&Walsh, along with creative company SpecialGuest and production company 1stAveMachine, have rekindled their partnership with the brand and its longtime spokesman, Bollywood megastar Shah Rukh Khan.
Veering from the stop-motion-aided story of the previous campaign – that helped increase Frooti sales by 60% – to a colorful, live-action setting in this new spot, “Choos the Mango,” Sagmeister&Walsh, SpecialGuest and 1stAveMachine director Karim Charlebois-Zariffa channel a whimsical spirit of the likes of a psychedelic Holy Mountain and infuse a world of imagination into a Bollywood pop genre.
Creative director Jessica Walsh elaborates on the narrative of the new campaign, saying, “The idea is there are always two paths we can go in life: the path where we listen to what other people tell us to do or who we should be, or the path where we figure out who we are, what we want from life and to live it on our own terms. The Frooti Life campaign is a celebration of those who live life the way they want to live, whether weird, nerdy, loud or badass.”
By giving Khan the space to flaunt his well-honed acting and dancing skills in the most playful of environments, the parties involved reaffirm the beloved star’s talents and fondness for Frooti while continuing the brand’s reinvention as it unveils bold, globally appealing creative for consumers new and old. “Frooti is a brand that is pushing beyond its physical form as a mango drink and we’re excited to be a part of that,” adds SpecialGuest Founder/ECD Aaron Duffy. “This film and last year’s film put a stake in the ground about a way of life, not just through the message, but through the choices of art, design and music. This is a brand with a ton of passion and it makes us feel passionate about the outcome of the work.”
Commenting on the campaign, Parle Agro’s Joint Managing Director and CMO, Nadia Chauhan, said “At Parle Agro we have a long history in bringing forth unique offerings. With this campaign, we are motivating people to go further and to take action by choosing #TheFrootiLife. Shah Rukh Khan’s charm is endearing and fits in with the brand’s new ethos, which is bold and contemporary yet is innocently naughty and has a sense of familiarity. We aim to give the consumer a peep inside the Frooti life where anything and everything could happen.”
CMO: Nadia Chauhan
Agency: Sagmeister & Walsh
Partner/Creative Director: Jessica Walsh
Creative Partner: SpecialGuest
Founder/Executive Creative Director: Aaron Duffy
Business Lead: Ashley McGee
Executive Producer: George Roca
Director: Karim Charlebois-Zariffa
Executive Producer/Partner: Sam Penfield
Executive Producer: Lisanne McDonald
Producer: David Marks
Post Producer: Barry Gilbert
Editor: Jonathan Vitagliano
VFX Supervisor: John Loughlin
Animator: Kyle Andal
Animator: Gerard Andal
Colorist: Seth Reichert
Music Composer: Amit Trivedi
Indian Production Service: Flying Pigs Productions
Executive Producer: Salil Khurana
Producer: Suhana Sharma
Associate Producer: Arti Gupta
Line Producer: Sachin Singh
Production Designer: Twisha Pal
Wardrobe Stylist: Edward Lalrempuia
About Sagmeister & Walsh:
Sagmeister & Walsh is a NYC based design firm that creates identities, commercials, websites, apps, films, books and objects for clients, audiences and ourselves.
SpecialGuest is a company of artists who love communications, meaning everyone is creative and strategic. SpecialGuest treats their clients like creative partners, rather than holding them at arm’s length from the creative process. They produce the work themselves so clients speak directly to the people making the end product. They are hybrid thinkers and hyper makers. As part of SpecialGuest’s collaborative spirit, they bring on consultants, experts and team members tailored per project. SpecialGuest pushes to think of marketing in new ways.
1stAveMachine is a mixed media production company and storytelling outfit. They create video, digital, and experimental content for TV, print, web, and mobile, all with a unified singular vision. They have won numerous awards since their formation, including Gold, Silver, and Bronze Cannes Lions, AICP, One Show, and ANDY awards, and many others. Their work has been featured across the globe and during the Super Bowl, and their division 1stAve Content has been instrumental in pairing the perfect influencers and creators with agencies and brands.