Parle Agro has signed Bollywood superstar Salman Khan for its recent Appy Fizz campaign. Appy is seen as a youth-focused brand which is loved by the people for its unique taste. With Salman Khan, Parle is looking to target the middle-aged audience. Parle’s CMO and MD, Nadia Chauhan, shared the vision of brand in a recent interview.
When Appy was launched, it was the first apple drink of its kind and a new category was introduced in the Indian soft drink market. Since then, the company has been investing money year after year in this brand and response is very supportive. Below are some reasons for employing Salman in advertising campaigns.
The fan base of Salman Khan is very large if we compare to previous brand ambassadors of Appy. Also, Salman’s fans are very loyal towards whatever he chooses to do, unlike the modern stars who lose their image very quickly in the audience.
With Salman Khan, Appy is targeting 1.8-2 million outlets in India and create a balance in customers of both high earning population and middle-class families.
Television is the main medium for attracting the audience for Appy and Salman Khan is one of the best in interacting with Television audience because of his experience in hosting Bigg Boss. Appy has spent huge money in marketing through IPL campaigns and Bigg Boss. Outdoor and digital ads are also being planned.
“Bigg Boss is one of the largest properties in the second half while cricket is the largest property in the first half. It has helped us in many ways and I think the most important and critical way is that we have been able to build top-of-mind recall for the brand. The daily format serves as a constant reminder,” Nadia Chauhan said.
Frooti and Appy are growing at a rate of 25 and 45 percent respectively. These numbers are impressive knowing the competition in Indian market. Chauhan wants to Appy to reach to Rs 1,000 crore in terms of net-worth. Her knowledge of Indian market and association with Salman Khan can prove very profitable for the brand. It will be interesting to see what how the audience reacts to the campaigns involving the Dabangg of Bollywood. You can check the latest ad of Appy below: