New TVC of ‘Fruits Up’ with Tapsee Pannu breaks ‘fizzy’ stereotypes
· Conveying the ethos of ‘Fruits Up,’ the Ad depicts changing perspective of today’s youth
· The Ad reiterates ‘Fruits Up’ as an alternative to synthetic based drinks
· It narrates the brand’s USP of health and flavor with “real fruit with fizz” tagline
May 10, 2017: India’s leading fruit juice player, Manpasand Beverages Ltd has launched its latest TVC campaign for ‘Fruits Up’ featuring brand ambassador Tapsee Pannu. This is the first Ad of the brand with Tapsee after she was signed up as the brand ambassador for the product in December 2016. Fruits Up offers a range of carbonated fruit drinks in different flavours and is made without any synthetic base to cater to the changing preference of Indian palate. ‘Fruits Up’ is primarily targeted at the young urban consumers who are candid, sensible and conscious of their choices.
Keeping its target audience in mind, the campaign shows a confident and affirmative Tapsee Pannu walking with a tray full of ‘Fruits Up’ to greet and meet her prospective matrimonial match. The ad on the surface seems like slipping down the usual traditional way, but here’s the twist. Tapsee Pannu, dressed in a chic western outfit instead of an Indian ensemble, turns the table around as the groom’s parents hesitantly put forth their “modest” demands. She prevails by asking the groom side whether ‘they’ have the capacity to fulfill these demands, else the game is off! This new thinking and change in perspective is capped by the voice over “Badal raha hai India ka swad” (India [and it’s taste] is changing).
The ad not only depicts the change in perspective and preferences of the youth of today, but also breaks various stereotypes. First, it builds up on the strong persona of the characters played by Pannu in her recent films and depicts her as a self-assured young woman who knows her mind and is not going to be cowed down by age old societal charades. Secondly, it offers “Fruits Up” as a healthy fizzy alternative to existing synthetic based cola drinks. The message is further accentuated by the tag line, “Fruit Bhi Fizz Bhi.”
Manpasand Beverages believes that the youth today are much more aware and in touch with reality. Along with being outgoing and candid, they are responsible to and ready to look at their surrounding with a non-conventional lens. Hence, ‘Fruits Up’ is positioned as a youth oriented brand for people who are open to try innovative drinks without compromising on the health quotient.
Mr. Abhishek Singh, Director, Manpasand Beverages Ltd. said, “‘Fruits Up’ represents a variety of healthy carbonated fruit drink with goodness of fruit pulp in it. Our tag line, “Fruit with Fizz” is the apt description of the brand that aims to capture the health conscious and sensible youth of today. We wanted the campaign to resonate with the youth of today and also stress on the changing norms of the society. “
Elaborating on the concept of the TVC, Mr. Singh said, “Through this TVC, our aim was to convey the essence/idea of the product rather than advertise the product itself. As our brand is positioned as a healthy alternative to synthetic cola drinks, we decided to use the matrimonial meet-up as the backdrop to showcase today’s strong-willed women who make their own choices and simultaneously highlight ‘Fruits Up’ as a flavorful fizzy drink.”
Media/Origin: TV Advertising
Product Group: Foods and Beverages
Advertiser: Manpasand Beverages Ltd.
Advert title(s): “Badal raha hai India ka Swad” says Fruits Up in its first ever TVC with Tapsee Pannu
About Manpasand Beverages Limited (www.manpasand.co.in)
One of the country’s leading fruit juice players with Rs. 556 crore plus net sales in FY2016, Manpasand Beverages Limited has got the unique distinction of being the only pure play Company in this sector in the Indian capital market. Manpasand Beverages represents the successful story of a visionary first generation entrepreneur, Dhirendra Singh, who has built one of India’s fastest growing fruit juices company and is now ready to take on the global cola giants head-on.
Manpasand Beverages is a fruit drink manufacturing company with a primary focus on mango fruit, which is the leading flavour for juice drinks in India. Company’s flagship brand, ‘Mango Sip’, a mango-based fruit drink, is strategically focused towards customers primarily based in semi urban and rural markets. With a view to expand its product portfolio and target the urban markets, Manpasand launched its ‘Fruits Up’ range of products which offers fruit drinks and carbonated fruit drinks in different flavours. Without any synthetic base, 'FRUITS UP' is made up of natural ingredients and comes in a range of carbonated and non-carbonated fruit drinks. With ‘Fruits Up’, the company plans to capture part of the huge carbonated drinks market, which is estimated to be worth around 25,000 Crores. Recently, the company has entered into packaged tender coconut water segment through their new brand, ‘Coco Sip.’ In terms of health drinks, ‘Manpasand ORS’ is afloat in North Eastern and soon has plans to go pan India.
Manpasand’s beverage brands are present in over 20 states of India through more than 200,000 retailers, over 2000 distributors and 200 plus super stockists. The company has two manufacturing facilities at Vadodara in Gujarat, one each at Varanasi in Uttar Pradesh and Dehradun in Uttaranchal and a new one is being set up at Ambala in Haryana.
In the fast and ever-growing fruit-based beverages market in India, the Company has emerged as a significant and formidable competitor to the National and Multinational beverage giants. A customer-centric approach, value-for-money offerings, strong focus on affordable price points, innovation and research, brand building, aggressive production capacity expansions and strong distribution strategies are the Company's major strengths.
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