Parle Agro, the largest Indian beverage manufacturer, on Wednesday announced the launch of its new #FeelTheFizz marketing campaign for brand Appy Fizz with a budget of Rs 100 crore.
According to a statement here, this will be the first campaign for the brand featuring its new brand ambassador Salman Khan.
The new campaign builds on the need for the brand consumers to own. Their Fizz by being bold, confident just like Appy Fizz and is targeted towards the youth across India.
The aggressive campaign is part of the overall strategy of the organization targeting Rs 5,000 crore brand turnover by end 2018 as well as building the Fruit plus Fizz category to Rs 4,000 crore over the coming years.
With Appy Fizz, Parle Agro’s fastest growing brand, the organization is looking to step up its foothold in the Indian beverage space and continue to be the leader in its sub-category.
The new #FeelTheFizz campaign with the addition of Salman Khan as the face of the brand is directed towards ensuring the continuous growth momentum of the brand in order to further leverage consumers changing habits as they move away from synthetic aerated drinks.
Salman Khan was selected to be the face of the brand owing to his stylish, macho and magnetic attitude being a seamless fit for Appy Fizz’s bold and edgy persona.
The Rs 650 crore brand has been a market leader in the category of fruit + fizz drinks and 2018 will see one of the largest marketing budget allocated to the brand since its launch aiming to further strengthen the brands connect with millions of consumers across India, the statement added.