This is the viral marketing initiative of the brand 'Fruttare' by Hindustan Unilever Ltd. This innovative campaign was launched on March 19, 2012, and was structured so that it will reveal the product identity on 25th March, 2012. The viral campaign was a unique one amongst the existing viral campaigns. The buzz word was ‘Fruit hai re’, and this phrase was aired on television as an advertisement, and was all over the internet through videos and posts on social networking sites.
It has a catch phrase- Not a bird, not a TV show, not a clothing range and definitely not a lipstick! This was circulated widely. It garnered immense word of mouth publicity because in this time span everyone was asking each other ‘What is fruit hai re?’ It got 46,587 likes on Facebook on its facebook community.
Currently it has two advertisements running on television on all major channels at prime time slots. One is Fruit hai re kya hai, which now has 2000 views on YouTube, another one ‘Fruit hai re Juggalbandi’ which has 1,104 views until now and Fruit hai re Annual Day which has almost a 1000 views. It has a twitter account dedicated to it too.
Buzz Creation Contest
It had a contest running where people had to guess what product fruit hai re is endorsing. The winning prize of which was a Blackberry Curve. This contest too helped in creating a lot of buzz in the social networking space. This contest required a social networking id to participate.
People posted lot of answers for it. The most common of which was a fruit drink. There were many unique answers like of it being a Blackberry application (because of the winner prize being Blackerry Curve), a show on Sony Channel, a publicity stunt for IPL, clothing line, Shampoo, etc. The facebook community ‘Fruit hai re’ further intensified the curiosity by posting curious questions itself which had the public guessing and impatient.
Some of which were:
The electronic industry is abuzz with news that Fruit Hai Re is a mobile phone range which will take on Berries and Apples.
Newsflash: An amateur Indian band is taking the credit for Fruit Hai Re saying it’s a song they’ve created for a Hollywood film. Sure guys, we’re still waiting for an actual hit from you!
Newsflash: 14 youngsters detained at CST station for disrupting the crowd in a Mumbai Local. Eyewitnesses say all they did was chant Fruit Hai Re. Were any of you there when this happened?
It is that global phenomenon which is taking over India. No one knows what “Fruit Hai Re” is, but we know for sure, it’s going to change many lives; it’s going to surprise us, delight us and leave us smiling! Are you ready to find out what Fruit Hai Re is all about?
Hence, It was an amazing hype that it did to vow the public. Now finally on 25th March 2012, the suspense is finally over, and it was a good move that it ended its suspense in a few days only so as to not let the efforts fizzle out because of waiting too long. Fruithaire has posted that it is indeed an Ice Cream. Its description is as follows:
Kwality Wall’s Fruttare is made with 100% real fruit juice and pulp. Fruttare is free from artificial flavours and colours, is naturally fat free and less than 70 kcals per serving. Its available in 3 yummy varities – Mango, Litchi and Grape. Every bite is a refreshing delight.
It was a brilliant marketing move, and a successful viral marketing campaign for launching a completely new brand and instantly familiarize the audience with it.
1 comment:
Haha Very well written. This article kept me guessing with each line I read as to what Fruit Hair Re could mean. :) Cheers brilliant stuff.
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