Choos the Mango + Power of Song

Frooti is a leading mango juice in India that wanted to radically change how it tells stories.

‍

The challenge was to reveal the rebrand without alienating consumers that have loved the Frooti brand since the 80’s.

SpecialGuest + 1stAveMachine NY partnered with Sagmeister & Walsh on Frooti’s rebranding launch campaign. One of our main goals was to create a strong emotional connection with mass India and resonate with Indian culture. SpecialGuest and 1stAveMachine director Karim Zariffa worked directly with Nadia Chahaun, Parle Agro Owner/CMO, and Sagmeister & Walsh from concept to realization.

Zariffa, who art directed the film, 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, Frooti moved from #3 to #2 in India and sales increased by 60%. Together, both videos garnered millions of views on YouTube. Most recently, AdWeek compared our Frooti work to “an episode of Club MTV if David Lynch directed it.”