Frooti
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The Digen Verma campaign was launched by Frooti to reposition the brand and increase sales among teenagers and young adults. Frooti created a fictional brand ambassador named Digen Verma to generate hype and interest. The campaign involved changes to packaging, placement of the product in locations where youth hung out, and a nationwide promotional campaign. The campaign was highly successful, with brand awareness and sales increasing by 30% and market share growing to 80%, showing the effectiveness of the repositioning strategy.
![DIGEN VERMA CAMPAIGN BY FROOTI <br />BRAND FROOTI <br />AD AGENCY: EVEREST <br />CASE OVERVIEW <br />First tetra pack drinks to be introduced in the Indian market. Frooti has a majority market share of the Rs. 300 cr. tetra pack fruit drink market.(By 2000) and in various market research it was rated as 100% in likeability and quality score . But due to competition in market the brand recall reduced to 60 % and there were other competitors like maza and slice coming up in the market of cold drinks and fruit juices which made the condition even worse <br />Change in market segment <br />Also there were a few sub segments created in the market because of age differences in which 12 years calling them teenagers and 9-12 as pre teenagers and they were seeing frooti as a product for kids and because of this frooti wanted to change this perception ASAP <br /> OBJECTIVES OF THE STRATEGY <br />With the digen verma campaign the objectives were <br />,[object Object]](https://image.slidesharecdn.com/frooti-111005022450-phpapp02/85/Frooti-1-320.jpg)
