sagmeister & walsh refreshes frooti mango juice campaign with indian motifs

sagmeister & walsh refreshes frooti mango juice campaign with indian motifs
all images courtesy of sagmeister & walsh

sagmeister & walsh has conceived the visual identity, graphics, social strategy, advertising and animation graphics for frooti, one of the largest and oldest mango juice brands in india. the new york-based graphic design studio sourced the bright, bold and playful color palette used throughout the campaign from the indian culture, making sure the visuals would stand out in the crowded advertising landscape of the region. with packaging designed by pentagram, sagmeister & walsh were able to create a miniature world revolving around a series of eye-catching juice boxes, cleverly arranging tiny people in participation with the product. scaled models of vehicles, people and plant life interact with the frooti packaging and mangos (kept full-scale) allowing the two objects to identify as the ‘hero’ of the story assembled in each shot.

‘when stefan & I visited india’, walsh explains about the research and inspiration behind the campaigns, ‘we noticed how most of the billboard campaigns used a similar language: lots of text heavy ads or straightforward images of people / product shots. there are also numerous size formats and billboards often overlap each other. the result is that the advertising landscape in many areas looks extremely busy and nothing stands out as everything speaks in a similar language. noticing this, we designed frooti’s campaigns to be very simple and graphic with bold colors. looking at the heavily commercial and busy ad landscape, we loved the idea of creating images that had sweetness or humor. these graphics will be posted all over the country on billboards, above shops, and painted on the sides of buildings. whether its a mango hula hooping, a couple kissing behind a mango sunset, or a group of friends riding down a mango blimp, we tried to create imagery that could make people smile.‘

‘we also conceptualized games, a social media strategy, a cocktail recipe website, and a digital platform for all things frooti.’ walsh continues. ‘this included creating creating many smaller stop motion animations videos. for these shorter videos we brought the mango to life, giving them a sense of playfulness and character. over time on their instagram account we will continue to release videos to this series. the graphic language is very adaptable to telling all kinds of stories: already we’ve released little stop motion videos celebration the holi festival, the win of the last indian cricket team, and mangos hugging for valentines day.’

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