A year after leading an animated rebranding campaign for Indian mango drink giant Frooti, NYC design firm Sagmeister&Walsh, along with creative company SpecialGuest and production company 1stAveMachine, have rekindled their partnership with the brand and its longtime spokesman, Bollywood megastar Shah Rukh Khan.
Veering from the stop-motion-aided story of the previous campaign - that helped increase Frooti sales by 60% - to a colorful, live-action setting in this new spot, "Choos the Mango," Sagmeister&Walsh, SpecialGuest and 1stAveMachine director Karim Charlebois-Zariffa channel a whimsical spirit of the likes of a psychedelic Holy Mountain and infuse a world of imagination into a Bollywood pop genre.
"The idea is there are always two paths we can go in life: the path where we listen to what other people tell us to do or who we should be, or the path where we figure out who we are, what we want from life and to live it on our own terms," said Creative director Jessica Walsh. "The Frooti Life campaign is a celebration of those who live life the way they want to live, whether weird, nerdy, loud or badass."