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The Ad Campaign for the Re-launch of Frooti- The Digen Verma Ad campaign


The Ad Campaign……


Last year for the Re-launch of FROOTI, Parle Agro Ltd and its advertising agency Everest Integrated Communications created a brand ambassador named Digen Verma. There were hoards of hoardings in the city talking about this mysterious guy called Digen Verma. It said that he dances better than Hritik and is Sushmitas latest crush. Digen Verma became the talk of the town and also the joke of the town. Any anonymous person would be named Digen Verma. The brand ambassador became a celebrity overnight. People realized that it was a teaser campaign for a new product. Everyone waited to see what this new hot thing was. After a long wait of around month, the product was revealed. It was our very own, very old FROOTI. Then a series of television Ads followed which talked about how famous Digen is and that he loves frooti. (See Annexure A). But there the campaign ended.


Backdrop of the Campaign


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When Frooti was first launched, there was a glamour attached to tetra packing. It was seen as trendy, so the brand became quite popular. Soon thereafter, the cola wave happened, which changed the whole ballgame. The colas spent huge amounts of money and attracted all age groups of consumers. The result that while the kids who drank Frooti grew up, Frooti did not. And Frooti lost its connect with the teens, who were now attracted to colas. The task at hand for Everest was to reposition Frooti and make its appeal more relevant to the young adults (teens) without alienating the existing consumers of the brand (kids of age 5-10 years). To kick-start this repositioning exercise, it was first important to shake-up the beverage category and bring Frooti top-of-mind. All this was at a time when the category was seeing intense activity, led by soft drink majors like Coke and Pepsi. Both majors were using leading celebrities to endorse their brands, which meant that Frooti had to do something so different that it would make people stop and take notice. They did not have the resources to match the colas. The colas were using celebrities, who were very expensive. However, their research in colleges showed that, no matter which year students are in, theres always one model student that everyone talks about. Like, for instance, Hey, have you heard of this guy five years ago… woh bada dada tha. He is five years senior to you, and hes no longer in college, yet, everyone keeps talking about him. Every college has a legend students hold in awe and try to emulate. He is a celebrity in his own right.


So they decided to create their own celebrity - one whom teenagers can be friendly with and try to emulate. Thats was the idea behind Digen Verma.


The Repercussion


The ad kicked off well. Digen Verma was someone nobody had seen. Everyone wanted to know. People tried interesting things figuring out the product behind the ad. Some tried to unscramble the name and then decipher it. Some thought it was the launch of a new car in the city that the ad prompted. Some explained it to be a part of another NIIT ad. But the fact was that this ad got everyone thinking and scratching their heads and this was exactly what it had intended to do.


The first phase of the Digen campaign successfully created a celebrity - Digen Verma. People were talking about Digen. People eagerly waited to meet and know this Ad-Hero. They were also waiting for an excellent product. Soon came a blow and everyone was taken aback. Their theories proven wrong. They stood unjustified in front of the relaunch of a mango drink. It was the unexpected. It was Frooti and it was back into action. Many were disappointed. They waited for some thing which would be new and innovative. But what they got was their very old FROOTI in a new pack and with a new punch line Just Like That. But many appreciated the brains behind the ad as they were able to create the hype.


Then came another set of ads crying out how Digen loved Frooti. But it was very difficult for people to associate Digen Verma with Frooti. Even today, many remember Digen Verma but cannot remember the brand with which he was associated. Digen the brand ambassador became more famous than the brand itself.


Even after all this the identity of Digen Verma was not revealed. People still waited to see who Digen was. But the wait was too long. They stretched the suspense like a rubber band. But they did not realize that there is a line between curiosity and frustration. People were frustrated. But still ysterious Digen still remained a mystery. In the meanwhile the ads started fading. Digen Verma seemed to move into the backdrop of it all. No behind-the-scenes sneak previews for him. No celebrity interviews. No pictures. No words. No Digen Verma. All that remained was the drink and it remained refreshingly relaunched in the Indian market.


Ads are of three types


1. Ads having great winning concept but does not increase sales. They will be recalled for decades.


. Ads which dramatically increase sales, but does not remain in the audience psyche.


. Ads which do increase sales and is also appreciated for the concept


And the Digen campaign easily falls in the in the first category. It didnt increase the sales of Frooti just made its presence felt in market and this teaser ad will remain in audiences subconscious for years to come. Everest was awarded Silver during the Seventh Triple A Awards for the Digen Verma Campaign. But was it their main aim. All the ads did was creating hype and made the people think. Its like having more icing than the cake. But the actual objective was never achieved. They relaunched Frooti so as to regain the market share of the drinks category which was taken over by the cola drinks. They wanted to position it as a drink for the children as well for the teens. But nothing clicked. The sales of Frooti never went up. It still remains as a drink for the children.


Alls well that ends well! Here they started off in a big way. It was a media innovation of releasing the teaser copy in hoardings. But the end was dismal. The campaign went havoc and was dumped half way. They did not carry their mission forward. They accepted defeat half way.


Lessons for the day


1. If you want to make a successful ad campaign go with the concept which will best suit the product.


. Look out for concepts which will increase sales and not just create hype and win you awards.


. Implementation is also as essential as planning.


4. Have alternative plans so as to attain your end objective.


5. Have a never say die attitude.


TVC STORYBOARD - Frooti


A young girl looks into the camera


and shrieks excitedly, Hey guys!


Digen is here! Cut to the principals office, he


scoffs, Hes come to college? Is


he doing me a favour?


The shot of the college corridor.


Everyone stops to say Hi to


the much-awaited Digen. He finally stops at the canteen.


The waiter beams at him, Digen


bhai, kya laaon?


The enigmatic Digen Verma places


a tetra pack of Frooti on the table


before him. Frooti? A stunned


silence envelops the campus. Suddenly, everyone starts talking


at once. Yaar! Digen is having Frooti!


The news reaches the principal


and he too is bowled over.


It spreads like wild fire and soon


enough the whole college talks


about it. Frooti?... ...Kya baat kar raha hai? Digen?


Product window. Super Frooti.


Just like that.


The Digen Verma Ad-Campaign


For Frooti


Submitted by


The Ad Campaign……


Last year for the Re-launch of FROOTI, Parle Agro Ltd and its advertising agency Everest Integrated Communications created a brand ambassador named Digen Verma. There were hoards of hoardings in the city talking about this mysterious guy called Digen Verma. It said that he dances better than Hritik and is Sushmitas latest crush. Digen Verma became the talk of the town and also the joke of the town. Any anonymous person would be named Digen Verma. The brand ambassador became a celebrity overnight. People realized that it was a teaser campaign for a new product. Everyone waited to see what this new hot thing was. After a long wait of around month, the product was revealed. It was our very own, very old FROOTI. Then a series of television Ads followed which talked about how famous Digen is and that he loves frooti. (See Annexure A). But there the campaign ended.


Backdrop of the Campaign


When Frooti was first launched, there was a glamour attached to tetra packing. It was seen as trendy, so the brand became quite popular. Soon thereafter, the cola wave happened, which changed the whole ballgame. The colas spent huge amounts of money and attracted all age groups of consumers. The result that while the kids who drank Frooti grew up, Frooti did not. And Frooti lost its connect with the teens, who were now attracted to colas. The task at hand for Everest was to reposition Frooti and make its appeal more relevant to the young adults (teens) without alienating the existing consumers of the brand (kids of age 5-10 years). To kick-start this repositioning exercise, it was first important to shake-up the beverage category and bring Frooti top-of-mind. All this was at a time when the category was seeing intense activity, led by soft drink majors like Coke and Pepsi. Both majors were using leading celebrities to endorse their brands, which meant that Frooti had to do something so different that it would make people stop and take notice. They did not have the resources to match the colas. The colas were using celebrities, who were very expensive. However, their research in colleges showed that, no matter which year students are in, theres always one model student that everyone talks about. Like, for instance, Hey, have you heard of this guy five years ago… woh bada dada tha. He is five years senior to you, and hes no longer in college, yet, everyone keeps talking about him. Every college has a legend students hold in awe and try to emulate. He is a celebrity in his own right.


So they decided to create their own celebrity - one whom teenagers can be friendly with and try to emulate. Thats was the idea behind Digen Verma.


The Repercussion


The ad kicked off well. Digen Verma was someone nobody had seen. Everyone wanted to know. People tried interesting things figuring out the product behind the ad. Some tried to unscramble the name and then decipher it. Some thought it was the launch of a new car in the city that the ad prompted. Some explained it to be a part of another NIIT ad. But the fact was that this ad got everyone thinking and scratching their heads and this was exactly what it had intended to do.


The first phase of the Digen campaign successfully created a celebrity - Digen Verma. People were talking about Digen. People eagerly waited to meet and know this Ad-Hero. They were also waiting for an excellent product. Soon came a blow and everyone was taken aback. Their theories proven wrong. They stood unjustified in front of the relaunch of a mango drink. It was the unexpected. It was Frooti and it was back into action. Many were disappointed. They waited for some thing which would be new and innovative. But what they got was their very old FROOTI in a new pack and with a new punch line Just Like That. But many appreciated the brains behind the ad as they were able to create the hype.


Then came another set of ads crying out how Digen loved Frooti. But it was very difficult for people to associate Digen Verma with Frooti. Even today, many remember Digen Verma but cannot remember the brand with which he was associated. Digen the brand ambassador became more famous than the brand itself.


Even after all this the identity of Digen Verma was not revealed. People still waited to see who Digen was. But the wait was too long. They stretched the suspense like a rubber band. But they did not realize that there is a line between curiosity and frustration. People were frustrated. But still ysterious Digen still remained a mystery. In the meanwhile the ads started fading. Digen Verma seemed to move into the backdrop of it all. No behind-the-scenes sneak previews for him. No celebrity interviews. No pictures. No words. No Digen Verma. All that remained was the drink and it remained refreshingly relaunched in the Indian market.


Ads are of three types


1. Ads having great winning concept but does not increase sales. They will be recalled for decades.


. Ads which dramatically increase sales, but does not remain in the audience psyche.


. Ads which do increase sales and is also appreciated for the concept


And the Digen campaign easily falls in the in the first category. It didnt increase the sales of Frooti just made its presence felt in market and this teaser ad will remain in audiences subconscious for years to come. Everest was awarded Silver during the Seventh Triple A Awards for the Digen Verma Campaign. But was it their main aim. All the ads did was creating hype and made the people think. Its like having more icing than the cake. But the actual objective was never achieved. They relaunched Frooti so as to regain the market share of the drinks category which was taken over by the cola drinks. They wanted to position it as a drink for the children as well for the teens. But nothing clicked. The sales of Frooti never went up. It still remains as a drink for the children.


Alls well that ends well! Here they started off in a big way. It was a media innovation of releasing the teaser copy in hoardings. But the end was dismal. The campaign went havoc and was dumped half way. They did not carry their mission forward. They accepted defeat half way.


Lessons for the day


1. If you want to make a successful ad campaign go with the concept which will best suit the product.


. Look out for concepts which will increase sales and not just create hype and win you awards.


. Implementation is also as essential as planning.


4. Have alternative plans so as to attain your end objective.


5. Have a never say die attitude.


TVC STORYBOARD - Frooti


A young girl looks into the camera


and shrieks excitedly, Hey guys!


Digen is here! Cut to the principals office, he


scoffs, Hes come to college? Is


he doing me a favour?


The shot of the college corridor.


Everyone stops to say Hi to


the much-awaited Digen. He finally stops at the canteen.


The waiter beams at him, Digen


bhai, kya laaon?


The enigmatic Digen Verma places


a tetra pack of Frooti on the table


before him. Frooti? A stunned


silence envelops the campus. Suddenly, everyone starts talking


at once. Yaar! Digen is having Frooti!


The news reaches the principal


and he too is bowled over.


It spreads like wild fire and soon


enough the whole college talks


about it. Frooti?... ...Kya baat kar raha hai? Digen?


Product window. Super Frooti.


Just like that.





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