MAM
Varun Dhawan is new brand ambassador for Frooti
MUMBAI: Parle Agro, the largest Indian beverage company, has announced actor Varun Dhawan as the new face for its flagship brand Frooti. In the new 360-degree integrated communication by Frooti, Varun Dhawan will be seen in a new fun-filled avatar with his real-life friend Alia Bhatt.
The new campaign featuring the two real-reel life friends in the surreal world of Frooti will be rolled out this summer further immersing the fans into #TheFrootiLife. It is for the first time that brand communication will showcase two celebrities.
Commenting on the association, Parle Agro joint managing director and CMO Nadia Chauhan said, “Introducing Varun Dhawan as Frooti’s new brand ambassador is a step towards accelerating our aggressive ambition to be the no.1 in mango drinks segment. Presence of Varun alongside Alia will help us connect better with the consumers to take the brand to newer heights.”
Expressing his excitement on the association with Frooti, actor Varun Dhawan stated, “I am thrilled to be associated with Frooti as it not only brings forth memories but also personally connects with me even today. I look forward to taking the fun world of #TheFrootiLife to all my fans and invite them to be a part of this fun-filled journey”
Further commenting on her continued association with Frooti, actor Alia Bhatt added, “Frooti is the drink that I truly relish and enjoy. I look forward to immersing myself once again into the magical world of #TheFrootiLife with one of my closest allies Varun”.
Parle Agro also continues its association for the second year in a row with Tollywood superstar Allu Arjun as the face of Frooti in South India.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
