Frooti and Slice both launched summer campaigns in March 2013 featuring Bollywood celebrities. Frooti's #SRKLovesFrooti campaign starring Shah Rukh Khan achieved over 2.7 million impressions on Twitter within three days, compared to over 1.7 million for Slice's #PheekaPadhJayega campaign with Katrina Kaif. While Slice led on Facebook engagement, Frooti dominated other social media metrics like YouTube views, tweets, and press coverage due to its innovative three-phase Twitter campaign and leverage of influencers. The review found that unpredictability, celebrity power, and user gratification contributed to Frooti's stronger social media performance overall.

1. Social Media Campaign Review
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Mango Frooti Vs Slice Aamsutra
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2. What happens when two biggies launch
their summer campaign in the same
week with too many similarities?
Find out in our exclusive review right
here!
Find out who rules on Social Media with a detailed review from MindShift
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3. (76%) (24%)

4. About the campaign - #SRKLovesFrooti
• Frooti, a 27 years old Parle Agro sub-brand signed Shah Rukh Khan as it’s
Brand Ambassador
• This is it’s (Frooti’s) biggest celebrity endorsement campaign (after it’s
association with Siddharth Malhotra)
• Focus of the campaign - ‘King of Bollywood’ endorsing the ‘King of Mango
Drinks’
• Frooti’s ‘Social First’ approach stands out
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5. Campaign Flow
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6. March 5 – Frooti launches it’s #SRKLovesFrooti
Campaign
More than 11,000
More than 11,000
Tweets on Day 11and
Tweets on Day and
trending in India!
trending in India!
Over 2.7 Million
Over 2.7 Million
Outreach within three
Outreach within three
days
days
and reveal their association with Shah Rukh Khan!
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7. March 6 – When Shah Rukh tempted everyone on the field….
Phase 2 of the Twitter Campaign began
with an interesting sync with the TVC
Tweeps had to share their interpretation
of the Video Lyrics
No. of Tweets – With 8610 Tweets,
the excitement still continued
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8. Frooti Ad 2013: Shah Rukh Khan
• Published on March 5,
• SRK Ad Views – 1,84,269
• 3 Videos have been
shared on the YouTube
Channel
• 2,19,678 Views on
their latest campaign in 7
Days
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9. Tweets on #SRKLovesFrooti Over 2.7 Million Campaign Outreach via 29k
Over 2.7 Million Campaign Outreach via 29k
Tweets
Tweets
More than 60% Tweets from Mumbai,
Delhi and New Delhi
Total Outreach: 27,98,620
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10. One day later after Frooti launched it’s
campaign…..
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11. March 6 - Slice Aamsutra launched their campaign with Katrina
Kaif #Pheeka Padh Jayega
Over 1.7 Million Outreach within three days
Over 1.7 Million Outreach within three days
Slice opts to stick with their campaign tag line and engage users with their innovative campaign
activity
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12. About the campaign
• Campaign - Iske saamne sab kuch Pheeka pad jaega
• After showcasing a seductive side, it’s time to witness the playful love
triangle
• The twitter campaign highlighted on all things that were hot, but are
now #Pheeka
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13. Campaign Flow
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14. Tweets on #Pheeka
More than 50% Tweets from Mumbai,
Bangalore and Delhi
Total Outreach: 17,97,405
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15. Slice Aamsutra – TVC on YouTube
• Launch with a Teaser
on March 6, 2013
• Two Videos with over
1393 Views on both of
them
• Facebook Video Stats
are unavailable
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16. Social Media Review – MindShift Scorecard ©
Frooti or Slice?
Who leads the Social
Media Race?
Read ahead…
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17. MindShift Scorecard ©
Sr. No Particulars Frooti Slice
******* Brand Ambassadors Shah Rukh Khan Katrina Kaif
1. Facebook Fans 5,63,699* 2,33,423
2. Fans Increase (Since March 5, 2013) 23,570 29,759*
3. Talking About Us 24,101* 14,534
4. Engagement Ratio 4.28% 6.22%*
5. Twitter Followers 1390 1628*
6. Increase in Twitter Followers (Since March 5, 2013) 218* 129
7. Twitter Hash Tag Popularity 29,024* 9341
8. Outreach Via Twitter Handle 2.7 Million* 1.7 Million
9. YouTube Views 2,19,678* 1393
10. Press Articles 60* 24
MindShift Scorecard © 7/10 3/10
* Refers to leading in that social media aspect Powered by MindShift Interactive

18. Sentiment Analysis Vs Conversation Volume
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19. Sentiment Analysis - Tweets
Frooti Slice

20. Influencers for Frooti
Helped increase the outreach as the follower reach of these Influencers was 8 Lakh+
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21. Influencers for Slice
Low Influencer Outreach as compared to Frooti

22. News & Blog Articles
SRK’s association
SRK’s association
with Frooti made
with Frooti made
News, leading to aa
News, leading to
larger chunk of
larger chunk of
Press Releases
Press Releases
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23. Hits & Misses
• Frooti emerged as a front runner, • Brand Ambassador’s associations on
dominating Twitter & YouTube numbers Digital was missing (especially SRK’s
presence wasn’t leveraged)
• Frooti managed to engage with Twitter
Audience in three Phases, keeping in mind • Facebook was given a Miss, only being
the attention span of Twitterazi used as a mediator to launch and spread
awareness about the campaign
• Frooti Tweet Volume was 76%, whereas
Slice Twitter Volume was 24% • Slice did not leverage it’s YouTube
Channel, by sharing videos on Facebook
• Innovation, Celeb Power & Gratifications directly
worked in Frooti’s favour
• Slice led the race on Facebook, with a
higher increase in fans and engagement
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24. Insights
• Twitter is the ‘NEW’ destination for brands to launch their campaigns
• A brand needs to be ‘UNPREDICTABLE’ on Twitter (Frooti revealed
it’s campaign in three phases, keeping the ‘ELEMENT OF SURPRISE’
intact)
• Influencers HELP – So don’t hesitate to rope in a few who’d LOVE to
associate with your brand
• GIFTS Always WORK
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• Have FUN and Keep Tweeting!

25. Yet, the #Magicof @Frooti continues…
March 8 – 11, 2013 (Ongoing)
& Counting for #Magicof….
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26. Research Methodology
• Data as of March 11, 2013 has been taken into consideration for this
campaign analysis
• MindShift Metrics – A tool by MindShift Interactive has been used to track
data across the web
• Analysis & Insights are based on the stats shared in the presentation
• Data Collection is restricted on the choice of keywords and platforms and
hence may vary at times
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