Appy Fizz’s South Indian branding has a new face. Parle Agro recently signed on leading Tollywood actor Nandamuri Taraka Rama Rao Jr, who is popularly called Jr. NTR, to be the face of the brand in all marketing campaigns designed for South India. Meanwhile, superstar Salman Khan will still be the national face of the brand. Appy Fizz, which is a market leader within the category of sparkling fruit beverages, holds a 99% share in the market. It has demonstrated with its signature beverage that it has the ability to read what consumers what and strategically place a product that becomes a hit.
When talking about this new development, the company said that signing on Jr. NTR is a part of a very strategic plan in order to increase brand recall in South India. They want their consumers to be able to connect with a face that means something to them. While this has been their main efforts in the marketing front, they have also recently taken new steps to strengthen their manufacture side of things. Parle Agro has established new manufacturing units in South India, with the latest addition being the one in Mysore. This is the third unit in this part of the country, with the preceding ones launched in Hyderabad and Chennai. These steps show that Parle Agro is very serious about capturing the South Indian market.
Nadia Chauhan, the joint managing director and CMO of Parle Agro, confirmed the same by saying “Parle Agro has an aggressive target to gain tremendous market share in South India,” He elaborated on this thought by saying “We understand the influence and affinity for regional cinema and celebrities to build stronger cultural relevance and this is a key agenda driven towards our vision to be the No. 1 beverage company in India.”
Jr NTR also spoke about this new partnership. He said, “I have always loved Appy Fizz and the decision to be the face of the brand was an easy one after I saw the vision and plans of the brand.”
Parle Agro has demonstrated its penchant for signing on popular stars with its other brands as well. For instance, Alia Bhatt is the national face of Frooti while Allu Arjun is also a brand ambassador of the same. This brand is one that truly understands the pulse of its consumers. Parle recently made headlines for promising to bring back Rola Cola if it gets 10,000 tweets, after being asked about the same by a fan of the candy.