Creativeland Asia films a dance sequence with Saif Ali Khan in a dream for Appy Fizz
I
n this summer’s national marketing campaign of Appy Fizz, Creativeland Asia uses the brand ambassador, Saif Ali Khan’s dream as the new hangout spot for the cool drink Appy Fizz.
In the TVC, Appy Fizz walks into Saif’s dream of a dance sequence on the hit number ‘Mein Khiladi, tu Anadi’. Midway through the dream when Saif realizes Appy Fizz is in his dream, he is miffed at him. Nonetheless, they continue on to enjoy the limelight together, jumping around doing funky dance moves to the peppy Bollywood track.
The campaign opened on social media platforms; Twitter and Facebook. #SaifNFizzhangout trended constantly on Twitter both in, India and worldwide. Appy Fizz followers on Twitter have made suggestions for new hangout spots for these two cool buddies.
The witty persona of Appy Fizz is carried into its product design as well. This year, Creativeland has redesigned the packaging of the can variant of Appy Fizz to provide fresh content for its young and loyalist consumers (pictured left). The can highlights the witty and fun ‘can’ jokes in a graffiti-inspired font.
Says Nadia Chauhan, Joint Managing Director & CMO, Parle Agro, “Since the launch of Appy fizz, we have year after year launched highly differentiated creative and marketing strategies. While we launched the sparkling fruit based beverage category in India, many brands soon followed.” Speaking on the brand, she further added, “Our unique approach towards the brand is what has resulted in us having a 99.9% market share and has resulted in the brand growing by a triple digit growth rate year on year. Our 2013 campaign is particularly very exciting because our own Appy Fizz does a Bollywood number. And this has already shown us huge results in creating scale and cut-through, making the brand larger than ever before.”
Commenting on the campaign, Sajan Raj Kurup, Founder and Creative Chairman, and who is also the director of the film, said, “Appy Fizz films are always delightful to do. They are funny, crazy, and very Appy Fizz. I particularly enjoyed this one since this is the closest I have got to do a Bollywood item number. It was great fun working with Appy Fizz and Saif Ali Khan. They both behaved well on the sets.”
The campaign has been conceptualised by Creativeland Asia. The film has been directed by Sajan RaJ Kurup himself and has been produced by ESTD (Easier Said Than Done) films. The visual effects and the animations are created by MFX in Kuala Lumpur.
On this continuing association, Actor Saif Ali Khan says, “I’ve been hanging out with Appy Fizz for two years now and this is our fourth cool commercial. I can’t put in words how much I enjoyed shooting with my buddy. So I danced. Ok, we danced. But really, working with Appy Fizz and Parle Agro has been awesome. The premise of this new TVC is the coolest by far. (It’s like my dream come true!) The music is something I’ve been a part of before. Reliving something like that after almost 19 yrs was really special.”
This campaign also marks the addition of new content on the brand microsite. The new content involves a fresh website design including witty one-liners, a cool new interactive chat window, where consumers can talk and ask as many questions to Appy Fizz online. ‘The Universe’s Most Ridiculously Awesome & Magnificent’ hangout guide, certified by Appy Fizz and Saif Ali Khan, provides recommendations for Appy Fizz fans to hangout in cool styles at parties, photos and sticky situations. There is also a dedicated section that shares notes on the art of mixology, using Appy Fizz as a mixer to create concoctions like Passion of Cider, Nutty Appy Fizz and Appy Fizz Julep.
There will be two new digital elements that include a blog ‘Fizzy logic’ and a ‘Fizz’ video channel. The ‘Fizzy Logic’ blog will showcase fun interviews with eminent personalities, cover inspiring art under ‘Art of the Day’, and provide informative specs on cool hangout spots in and around Indian cities.