MAM
Alia Bhatt has ‘Too Much Fun’ sipping Frooti this summer
Mumbai: Parle Agro, the pioneering beverage giant, is set to make this summer “Too much Fun” once again with the launch of its latest campaign for their flagship brand, Frooti. Featuring brand ambassador, Alia Bhatt, the campaign aims to quench the thirst for fun amongst consumers, reinforcing the sweet tangy taste of Frooti as the ultimate trigger for fun. At the heart of this campaign lies the notion that fun is for everyone and what better way to experience it than with the sweet tangy taste of Frooti.
The campaign comprises of two playful ad films that beautifully narrate how Frooti seamlessly integrates fun into the lives of consumers. It revolves around the simple yet profound idea that each sip of Frooti is a moment of fun. In the first ad film aptly titled, ‘Too much fun’, Alia Bhatt is seen surrounded by adorable miniature friends from the Frooti world, all craving for a sip of the delightful beverage. The second film depicts Alia transforming a micro boredom moment of waiting on a call into a mischievous fun moment, triggered by a sip of Frooti. Through this TVC, the brand also highlights the tiffin-friendly size of the mini Rs. 5 Frooti pack with the tagline, “Choti Frooti, Bada Fun.”
The Frooti campaign has been rolled out across various platforms, spanning TV, OTT, Digital and Outdoor. The TVCs have been launched with the start of the IPL. The brand intends to leverage the extensive reach and visibility generated by major events through this strategy.
Commenting on the campaign, Parle Agro head of Marketing and head of International Business Ankit Kapoor said, “Frooti has always been an iconic brand that has added billions of moments of Fun amongst consumers across ages. It isn’t just a beverage; it’s a trigger for innocent mischief. Fun is not just an element of our campaign; it’s our driving force. With Frooti, we aim to continuously trigger moments of fun in the lives of our consumers. By leveraging Alia Bhatt’s infectious energy and charm, we’re confident that both the ad films will strike a chord with our audience and inspire them to have fun with every sip of fresh n juicy Frooti.”
Speaking on the occasion, Parle Agro joint managing director Nadia Chauhan said, “In Parle Agro, we don’t just follow trends; we set them. As pioneers in the beverage industry, we’ve built a legacy of innovation and iconic brands, constantly raising the bar for quality and creativity. Our relentless pursuit of innovation, coupled with our penchant for risk-taking and industry disruption, fuels our passion for the ever-evolving beverage sector. With our summer campaign featuring Alia Bhatt enjoying Frooti, we’re not just promoting a product; we’re igniting a movement of joy and refreshment. This campaign symbolizes our confidence in Frooti’s potential and signifies a significant milestone in our journey of growth and success. Beyond achieving mere success, our aim is to redefine the beverage industry landscape, setting new standards for innovation and quality. Together, we’re not just shaping the future of beverages; we’re revolutionizing it, one delightful sip at a time.”
With its irresistible mix of sweet and tangy flavour and freshness, the campaigns for Frooti capture the brand’s enduring love. As consumers across the India gear up for the mango season, Frooti stands ready to be the catalyst for moments of fun and boundless enjoyment.
AD Agencies
Omnicom Advertising Asia assembles new regional leadership team
The group is betting that a blend of creative talent, cultural intelligence and AI-driven data can help brands stay relevant in the world’s most complex marketing region.
Asia has long been the market that humbles the overconfident. Omnicom Advertising Asia is determined not to be among them.
The group announced on Monday the formation of a new regional leadership team of six senior executives, reporting to Sean Donovan, president of OA Asia. The structure is designed to help brands navigate a fragmented, fast-moving consumer landscape and build what Donovan calls “long-term cultural relevance” — the kind that survives a news cycle, a platform shift and an algorithm update.
The team
The six appointments span creativity, innovation, strategy, intelligence, business development and marketing, covering the full arc from brand idea to commercial outcome.
Peter Khoury takes on the role of chief creative officer for OA Asia, Melissa Daniels becomes chief innovation officer, and Emmanuel Sabbagh steps up as chief strategy officer. All three take on expanded regional responsibilities while retaining their leadership positions at TBWA\Singapore.
Andreas Krasser broadens his remit to chief client partner for OA Asia, continuing simultaneously as chief executive of OA Hong Kong. Ellie Brocklehurst joins as chief growth and marketing officer, drawing on her previous stint as chief marketing officer for Asia at TBWA. Rounding out the team is S. Subramanyeswar, known in the industry as Subbu, who was appointed chief knowledge officer for OA Asia alongside his role as chief strategy officer of OA India, a position that followed the close of Omnicom’s acquisition of IPG.The pitch
The team will work in close collaboration with leadership across TBWA, McCann and BBDO throughout the OA Asia network, with a brief to cut through the noise of today’s consumer landscape and deliver creative solutions that, in the group’s framing, prove short-term performance while building long-term brand health.
Underpinning the new structure is OMNI, Omnicom’s AI-driven marketing intelligence platform. The platform draws cultural intelligence from across the group’s agency brands, with the stated aim of ensuring that data is not merely accurate but grounded in context — reflecting how people actually think, feel and behave, rather than how a spreadsheet might prefer them to.
Donovan frames the proposition in straightforward terms. “Asia is one of the most complex regions for marketers, but the opportunity here is immense,” he says. “We’ve built a team that simplifies the landscape, combining top talent with an Asia-first, future-focused mindset, and unprecedented access to resources.” The model, he adds, is designed to be plug-and-play, responding to client needs in collaboration with agencies and markets across the region. “More than expertise, it’s about giving clients the perspective, ambition and access to think beyond the next campaign.”
The new structure also strengthens connections across the broader Omnicom family, including its media, production and PR operations — a post-acquisition suite of capabilities that the group is evidently keen to deploy as a single, coherent offering.
In a region where consumer attention is fractured across dozens of platforms, languages and cultures, the real test will not be the org chart. It will be whether six smart people with the right tools can actually make brands matter. Omnicom is putting its money on yes.
