Parle Agro, which promotes its four year old apple drink Appy Fizz and newly launched grape drink Grappo Fizz as cool individuals, is using the online medium to strengthen the personifications.
For the purpose, it has created a micro site, AppyVsGrappo at appyvsgrappo.com, where Appy Fizz and Grappo Fizz are portrayed as political characters with their own parties, called 'The All India Hip-Hop party' of Grappo Fizz and 'The Awesome party of India' of Appy Fizz.
The website claims that Appy and Grappo are fighting an election of friendship and visitors to the website can side for any one of them to become their friend. Visitors have to caste their vote in favour of any one and join the group.
The campaign is created and conceptualised by a Mumbai based advertising agency, CreativeLandAsia.
Speaking to afaqs! Sajan Raj Kurup, chairperson and chief creative officer, CreativeLand Asia, says, "The idea behind the campaign is to create bonding between these drink brands and their target audience, which is represented by anyone who is light hearted, youth oriented and fun loving."
He adds, "We want to portray each of these drink brands as person or friend of fun loving people."
In line with this, the agency has also created brand pages of Appy Fizz and Grappo Fizz on Facebook.com, where Internet users can join as fans or friends and interact with these brands by posting messages on the walls of their Facebook brand pages.
The agency has created a banner ad campaign and also started using search engine marketing to drive traffic to the micro site. The banner campaign is running on websites such as Rediff.com and Cricinfo.com. OMD India is handling the media duties of the campaign.
Kurup also reveals that the company will spend about 5 per cent of its total advertising budget on promoting Appy Fizz and Grappo Fizz in the online medium.