With The Launch of the new Frooti tvc, Parle Agro has Kickstarted a new Genre of Reality TVC through its Clutter-breaking “why grow up?” Campaign series. 4PS B&M takes a first-cut look Behind The Scenes!
Just when you thought reality shows were losing sheen and thus taking away the very element of ‘freshness’ and ‘spontaneity’ (all thanks to allegedly ‘pre-planned’ content), Parle Agro’s Frooti has decided to remodel the concept of reality ‘shows’ into reality ‘TVCs’. Can the concept pack its intended punch? Well, to Parle’s credit, a reality TVC has rarely been done before. In order to dramatise mangoes in an entertaining way while keeping Frooti’s ‘Why Grow Up’ philosophy intact, Creativeland Asia (creative agency for Frooti), along with Equinox Films, has created the mango themed reality game show called ‘Mango Slam Bam Bam Bam’, with an intent to grab eyeballs by showing ordinary people playing innovative and fun games like ‘Mango Rodeo’ and ‘Pluck a Mango,’ and then enjoying a Frooti to refresh and rejuvenate themselves after every crazy round of games. Earning another point is that in this first of its kind Indian reality TVC, the cast has comprised people living next door rather than high profile celebrities or actors or even ‘fixed’ contestants. The set for the game show was created at Priyadarshini Centre in Mulund, Mumbai, where the director, Ram Madhvani (Equinox Films) found a perfect shooting forum with a 17 feet deep pool that could adhere to all the necessary safety norms.
Both the participants and the hosts of the show were made to wear comedic outfits that looked like gigantic mangoes to add to the already high fun quotient of the game show. A set-up of eight cameras was positioned strategically to capture the varied reactions of the participants from all possible angles. Nadia Chauhan, Joint MD & CMO, Parle Agro is confident that these are the differentiating points that make the TVC click. She shares one such anecdote us, “There was a participant who probably had the biggest adrenaline rush of his life just before plucking a mango from a mango wall – and the way he screamed right before grabbing the mango, was enough to scare all those who were standing balanced on the trampoline.” Sajan Raj Kurup, Founder & Creative Chairman, Creativeland Asia talks about another such incident, “There was this one lady who actually fell on the giant Mango Rodeo, and you could not help but laugh your guts out at that visage.” The fact is that when read literally, these incidents don’t perhaps tickle the funny bone to a Chaplin high. But in a reality show, the mere visual of a real life human attempting a comedic move, and failing at that, is enough to achieve at least one critical objective – phenomenal brand recall.
But certainly, the task for Kurup and Madhvani was not that funny as they finally had to go through 150 hours of unedited footage to come up with the two TVCs that are on air currently. Add to it, the post production lasted exactly a month, and Kurup worked closely with the edit members every morning and evening, before and after his office hours. Kurup claims that despite watching the footage for endless hours, he never got bored – and this, he confesses, used to happen to him with other ads. “But this one has only grown on me with time,” he says. In fact, he also talks about how thrilled the participants were when they got to know that their contribution to the show was going to be used in Frooti’s TVCs.
Just when you thought reality shows were losing sheen and thus taking away the very element of ‘freshness’ and ‘spontaneity’ (all thanks to allegedly ‘pre-planned’ content), Parle Agro’s Frooti has decided to remodel the concept of reality ‘shows’ into reality ‘TVCs’. Can the concept pack its intended punch? Well, to Parle’s credit, a reality TVC has rarely been done before. In order to dramatise mangoes in an entertaining way while keeping Frooti’s ‘Why Grow Up’ philosophy intact, Creativeland Asia (creative agency for Frooti), along with Equinox Films, has created the mango themed reality game show called ‘Mango Slam Bam Bam Bam’, with an intent to grab eyeballs by showing ordinary people playing innovative and fun games like ‘Mango Rodeo’ and ‘Pluck a Mango,’ and then enjoying a Frooti to refresh and rejuvenate themselves after every crazy round of games. Earning another point is that in this first of its kind Indian reality TVC, the cast has comprised people living next door rather than high profile celebrities or actors or even ‘fixed’ contestants. The set for the game show was created at Priyadarshini Centre in Mulund, Mumbai, where the director, Ram Madhvani (Equinox Films) found a perfect shooting forum with a 17 feet deep pool that could adhere to all the necessary safety norms.
Both the participants and the hosts of the show were made to wear comedic outfits that looked like gigantic mangoes to add to the already high fun quotient of the game show. A set-up of eight cameras was positioned strategically to capture the varied reactions of the participants from all possible angles. Nadia Chauhan, Joint MD & CMO, Parle Agro is confident that these are the differentiating points that make the TVC click. She shares one such anecdote us, “There was a participant who probably had the biggest adrenaline rush of his life just before plucking a mango from a mango wall – and the way he screamed right before grabbing the mango, was enough to scare all those who were standing balanced on the trampoline.” Sajan Raj Kurup, Founder & Creative Chairman, Creativeland Asia talks about another such incident, “There was this one lady who actually fell on the giant Mango Rodeo, and you could not help but laugh your guts out at that visage.” The fact is that when read literally, these incidents don’t perhaps tickle the funny bone to a Chaplin high. But in a reality show, the mere visual of a real life human attempting a comedic move, and failing at that, is enough to achieve at least one critical objective – phenomenal brand recall.
But certainly, the task for Kurup and Madhvani was not that funny as they finally had to go through 150 hours of unedited footage to come up with the two TVCs that are on air currently. Add to it, the post production lasted exactly a month, and Kurup worked closely with the edit members every morning and evening, before and after his office hours. Kurup claims that despite watching the footage for endless hours, he never got bored – and this, he confesses, used to happen to him with other ads. “But this one has only grown on me with time,” he says. In fact, he also talks about how thrilled the participants were when they got to know that their contribution to the show was going to be used in Frooti’s TVCs.
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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