Mango Frooti V/S Slice Aamasutra [Report]

Mango Frooti Vs Slice Aamsutra
Social Media Campaign Review
Powered by: MindShift Interactive
Powered by MindShift Interactive

What happens when two biggies launch
their summer campaign in the same
week with too many similarities?
Find out in our exclusive review right
here!
Find out who rules on Social Media with a detailed review from MindShift
Metrics! Powered by MindShift Interactive

About the campaign - #SRKLovesFrooti
• Frooti, a 27 years old Parle Agro sub-brand signed Shah Rukh Khan as it’s
Brand Ambassador
• This is it’s (Frooti’s) biggest celebrity endorsement campaign (after it’s
association with Siddharth Malhotra)
• Focus of the campaign - ‘King of Bollywood’ endorsing the ‘King of Mango
Drinks’
• Frooti’s ‘Social First’ approach stands out

Campaign Flow

March 5 – Frooti launches it’s #SRKLovesFrooti
Campaign
and reveal their association with Shah Rukh Khan!
More than 11,000
Tweets on Day 1 and
trending in India!
More than 11,000
Tweets on Day 1 and
trending in India!
Over 2.7 Million
Outreach within three
days
Over 2.7 Million
Outreach within three
days

March 6 – When Shah Rukh tempted everyone on the field….
Phase 2 of the Twitter Campaign began
with an interesting sync with the TVC
Tweeps had to share their interpretation
of the Video Lyrics
No. of Tweets – With 8610 Tweets,
the excitement still continued

Frooti Ad 2013: Shah Rukh Khan
• Published on March 5,
• SRK AdViews – 1,84,269
• 3Videos have been
shared on theYouTube
Channel
• 2,19,678Views on
their latest campaign in 7
Days

Tweets on #SRKLovesFrooti
Total Outreach: 27,98,620
Over 2.7 Million Campaign Outreach via 29k
Tweets
Over 2.7 Million Campaign Outreach via 29k
Tweets
More than 60% Tweets from Mumbai,
Delhi and New Delhi

One day later after Frooti launched it’s
campaign…..

March 6 - Slice Aamsutra launched their campaign with Katrina
Kaif #Pheeka Padh Jayega
Slice opts to stick with their campaign tag line and engage users with their innovative campaign
activity
Over 1.7 Million Outreach within three daysOver 1.7 Million Outreach within three days

• Campaign - Iske saamne sab kuch Pheeka pad jaega
• After showcasing a seductive side, it’s time to witness the playful love
triangle
• The twitter campaign highlighted on all things that were hot, but are
now #Pheeka
About the campaign

Tweets on #Pheeka
Total Outreach: 17,97,405
More than 50% Tweets from Mumbai,
Bangalore and Delhi

• Launch with a Teaser
on March 6, 2013
• TwoVideos with over
1393Views on both of
them
• FacebookVideo Stats
are unavailable
Slice Aamsutra – TVC on YouTube

Social Media Review – MindShift Scorecard ©
Frooti or Slice?
Who leads the Social
Media Race?
Read ahead…

MindShift Scorecard ©
Sr. No Particulars Frooti Slice
******* Brand Ambassadors Shah Rukh Khan Katrina Kaif
1. Facebook Fans 5,63,699* 2,33,423
2. Fans Increase (Since March 5, 2013) 23,570 29,759*
3. Talking About Us 24,101* 14,534
4. Engagement Ratio 4.28% 6.22%*
5. Twitter Followers 1390 1628*
6. Increase in Twitter Followers (Since March 5, 2013) 218* 129
7. Twitter Hash Tag Popularity 29,024* 9341
8. Outreach Via Twitter Handle 2.7 Million* 1.7 Million
9. YouTube Views 2,19,678* 1393
10. Press Articles 60* 24
MindShift Scorecard © 7/10 3/10
* Refers to leading in that social media aspect Powered by MindShift Interactive

Sentiment AnalysisVs ConversationVolume

Sentiment Analysis - Tweets
Frooti Slice

Influencers for Frooti
Helped increase the outreach as the follower reach of these Influencers was 8 Lakh+

Influencers for Slice
Low Influencer Outreach as compared to Frooti

News & Blog Articles
SRK’s association
with Frooti made
News, leading to a
larger chunk of
Press Releases
SRK’s association
with Frooti made
News, leading to a
larger chunk of
Press Releases

Hits & Misses
• Frooti emerged as a front runner,
dominating Twitter & YouTube numbers
• Frooti managed to engage with Twitter
Audience in three Phases, keeping in mind
the attention span of Twitterazi
• Frooti Tweet Volume was 76%, whereas
Slice Twitter Volume was 24%
• Innovation, Celeb Power & Gratifications
worked in Frooti’s favour
• Slice led the race on Facebook, with a
higher increase in fans and engagement
ratio
• Brand Ambassador’s associations on
Digital was missing (especially SRK’s
presence wasn’t leveraged)
• Facebook was given a Miss, only being
used as a mediator to launch and spread
awareness about the campaign
• Slice did not leverage it’s YouTube
Channel, by sharing videos on Facebook
directly

Insights
• Twitter is the ‘NEW’ destination for brands to launch their campaigns
• A brand needs to be ‘UNPREDICTABLE’ on Twitter (Frooti revealed
it’s campaign in three phases, keeping the ‘ELEMENT OF SURPRISE’
intact)
• Influencers HELP – So don’t hesitate to rope in a few who’d LOVE to
associate with your brand
• GIFTS Always WORK
• Have FUN and Keep Tweeting!

Yet, the #Magicof @Frooti continues…
March 8 – 11, 2013 (Ongoing)
& Counting for #Magicof….

Research Methodology
• Data as of March 11, 2013 has been taken into consideration for this
campaign analysis
• MindShift Metrics – A tool by MindShift Interactive has been used to track
data across the web
• Analysis & Insights are based on the stats shared in the presentation
• Data Collection is restricted on the choice of keywords and platforms and
hence may vary at times

ThankYou.
Like it, Hate it?
Do share your feedback and let us know if
you’d like any additions in our next
Campaign Analysis report.
Want us to study your Campaign
and know in-depth your data and results.
Contact Us at
arashdeep@mindshiftinteractive.com
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Mango Frooti V/S Slice Aamasutra [Report]

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