Creativeland Asia’s juicy mango surprise
Creativeland Asia launched a new integrated campaign for Frooti called the ‘juicy mango surprise project’. The campaign involved a live outdoor stunt, the footage of which has become India’s first reality TVC.
The campaign reemphasized the fact that Frooti is made from real juicy mangoes. The idea was to surprise people with a really big mango when they least expected it.
Strategic locations were rigged with eight hidden cameras. 4 to 9 feet tall mangos were created from silicon and organic pulp and were dropped from trees and rolled down sloping roads to the surprise of unsuspecting passersby. Their reactions were recorded, then the Frooti undercover anchor would explain to them that Frooti has real mangoes and give them a free bottle to sample.
View the spots:
Frooti park bench surprise
Salan Raj Kurup, Chairman and CCO of Creativeland Asia said, “It was really an experiment and we had no clue if it would succeed. We spent long hours for days sitting inside a small dingy 2 feet cabins and monitor vans looking at 8 screens”.
To execute this activity into a film campaign, Creativeland roped in ace filmmaker Prakash Varma. “This was one of the toughest assignments. We had no script so we would make things up as we went along. We had no actors so we would just look at people from hidden cameras and intuitively decide on them as we had no idea how people were going to react to this big mango,” explains Prakash Varma, Director Nirvana Films.
3 Comments
GIven this is a lift from “Just for Laughs Gags” (http://en.wikipedia.org/wiki/Just_For_Laughs_Gags) I wonder why it would be ‘one of the toughest assignments’ as stated by the team.
That to me is the idea. Using gag/prank format in a TVC. i think it is brilliant. I wish I had done it.
Nice Ad…!!! glad to see some1 thinking out of the Box!!!!