Appy Fizz, the Indian Al Gore in the freebie war.
Appy Fizz is an apple drink which shares the market space with the world's most famous colas. The communication shows a humanised form of the bottle and always as part of a group of friends.
The festival season in the Indian market brings along a war of freebies & promotional offers from all beverage companies. Appy Fizz - a sparkling Apple Drink from Parle Agro - the largest Indian beverage company, had to come up with a relevant attractive freebie to attract new and existing customers to compete in this freebie war. The communication not only had to stand out in the cacophony of freebie announcements but had to be done with practically one tenth of the budgets of large multinational cola brands.
So we decided to give away Ice Maker Trays free with Appy Fizz. As Indian families are large, and most refrigerators in India only come with one ice tray, people tend to run out of ice quickly. To support this idea, we created a mock social campaign against Global Warming to promote the free ice maker trays. We called it the ‘Make Ice, Not Warm’ movement. It was a 360-degree guerilla campaign in true propaganda style asking people to get the free ice maker and make more ice to keep Global Warming away. We turned Appy Fizz into the Indian Al Gore, and the ice makers - his weapon against Global Warming.
