Sagmeister & Walsh develop colourful, funny and sweet campaign for Indian fruit juice
Happiness is a campaign called Frooti
Advertising that actually makes you happy? It must be the long time investigation of Stefan Sagmeister – who speaks at WDCD on 22 May! – into happiness, that helped Sagmeister & Walsh come up with their cheerful branding for Indian mango drink Frooti.
Frooti is one of India’s oldest and most loved mango juice brands. For the first time in 30 years the producing company Parlé Agro decided to a rebrand with a new logo and packaging by London-based Pentagram partner Harry Pearce launched earlier this year. Last week a large-scale brand campaign across print, social, web, games, and television by Sagmeister & Walsh rolled out in India.
On a trip to India Stefan Sagmeister and Jessica Walsh noticed that most billboard advertising is very similar with straightforward imagery and lots of text, Walsh told our friends at Designboom. ‘We designed Frooti’s campaigns to be very simple and graphic with bold colours. Looking at the heavily commercial and busy ad landscape, we loved the idea of creating images that had sweetness or humour.’
For the campaign Sagmeister & Walsh came up with the idea to create a miniature world using tiny-scaled models of vehicles, people and plant life. Only the Frooti packaging and mango’s were kept in real life scale, making these the hero’s of the campaign. A background of four bold colours complement the yellow of Indian mango and add a sense of playfulness across the imagery.
In the television commercial, made in stop motion animation, the tiny characters find a giant mango in the desert and try everything to move the fruit. When nothing seems to work, they finally realize it’s only the power of their collective voice, which magically lifts the mango and let it burst into the new Frooti bottle. The add closes with some live action by Bollywood star Shahrukh Khan.
Well, just enjoy the beautiful imagery.