The two lynchpins of the category for Parle Agro have been attractive, differentiated design led advertising of the traditional variety, and vastly improved distribution.But what of digital? According to Chauhan, “More people are realising, yes, it is important, but the way advertising is consumed is very different. In such a scenario, being able to stand out ensures consumer love.The second facet is distribution: an area where Parle Agro has upped its game, going in for hyperlocalisation. Very few brands have done that.”Marketing consultant Harish Bijoor attributes Frooti’s success to Parle Agro going back to the vedas of branding, marketing and advertising. He remarks, “This approach has helped them to go steady when other players were talking sensuality and using new ways of advertising.

Source: Economic Times May 23, 2018 03:11 UTC