Ad Campaigns
Parle Agro unleashes OOH campaign for Frooti storytelling
Mumbai: Entering the festive season, Parle Agro, the leading player in the Indian beverage industry, has unveiled a large-scale, disruptive Out-of-Home (OOH) campaign bringing their iconic mango drink, Frooti, into the spotlight. The mission is clear – achieve widespread visibility for the brand during this season and become an integral part of India’s major festive celebrations.
This campaign marks the first time in five years that Parle Agro has launched such an extensive outdoor media blitz for Frooti during the festive months. Frooti currently dominates prominent locations in key cities across India, employing a creative approach that builds storytelling through outdoor advertising. This innovative strategy aims to captivate audiences and immerse them in a narrative that’s as refreshing as a sip of their iconic mango drink.
Parle Agro created dynamic content for DOOH, effectively breaking through the clutter and creating substantial impact. This outdoor strategy is also aptly timed, coinciding perfectly with the ongoing festive fervour. The brand has meticulously aligned its media deployment and campaign messaging with various regional festivals, ensuring a seamless connection with the essence of each celebration.
A noteworthy example was witnessed during Mumbai’s Ganpati Visarjan. Parle Agro created custom Frooti ads to bid farewell to Lord Ganesha, strategically placing them at key locations such as Juhu Chowpatty and Marine Drive. These ads conveyed a heartfelt message of saying goodbye to the idols as they were immersed in the sea, becoming an integral part of the Ganpati celebration. This is the first time, Digital Out-of-Home (DOOH) advertising has been used this uniquely and effectively by a brand.
This year also marks a return to nostalgia as Parle Agro prominently features the iconic tagline, “Mango Frooti: Fresh & Juicy” in all their creatives. This strategic move aims to rekindle the enduring association between Frooti and festive celebrations.
The OOH campaign has garnered significant attention, having taken over high-traffic areas, major arterial roads and junctions. The DOOH ads with their personalised creatives are grabbing even more attention. Frooti’s dynamic visuals, featuring brand ambassadors Alia Bhatt and Ram Charan, are prominently displayed in landmark corporate areas, media sites, and residential neighbourhoods in key markets across India. Considering the festive season and the lineup of popular movies, DOOH advertising inside INOX and PVR theatres is also in the planning stages.
The Frooti outdoor campaign is spread across an impressive 150 markets in India.
Parle Agro joint managing director & CMO Nadia Chauhan said, “This year, our creative approach revolutionises storytelling. We’re transforming outdoor advertising into a narrative art form that captivates and immerses our audiences. We’re pushing the boundaries for Frooti during the festive season by doing things that have never been done before. With this disruptive Out-of-Home campaign, we aim to capture the spirit of celebration and share it with the people of India.”
Platinum Outdoor and Madison Retail Paradigm (MRP) CEO Dipankar Sanyal said, “Parle Agro outdoor campaigns take over the streets of India. The campaigns embody what Parle Agro eschews as a brand –innovative, forward-looking, stylish, aggressive, and experimental yet connected with every stratum of the consumer base. We manage to bring vigour and newness to each campaign with an ideal choice of media, locations, and touchpoints. All this is married to data and Madison proprietary tools to reach consumers and deliver effectiveness. Being associated with Parle Agro and part of the journey is a matter of pride and honour for Platinum Outdoor.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
