Frooti, one of India's largest selling mango drinks, wanted to reiterate that it was made of real juicy mangoes. It is popular across Socio-economic segments from small towns to big metros in India. We had to find an engaging idea that cut across target segments and could be enjoyed by all.

The market is saturated with conventional juice/beverage TVCs. We attempted something completely unconventional. We decided to scare, shock and surprise people with big mangoes up close and personal in a way that they will not forget for a long long time. We came up with the Mango Surprise Project.

The Mango Surprise pranks were played on people across cities in India. We dropped giant mangoes from trees, rolled 8-foot mangoes down sloping roads, swapped baggage for giant mangoes on airport conveyor belts, and surprised unsuspecting people. Then the ‘Prank Anchor’ would run up to the ‘Prank Victim’ and hand him a Frooti bottle and surprise him with the fact that Frooti is made of real juicy mangoes. The footage of the same was edited in to the brand's TVC.

Sales and buzz are the measures of success. Sales during the activity went up by a whopping 100%. Frooti retained its market leadership by a huge margin. The campaign created unprecedented buzz and word of mouth around the brand. It generated PR worth approximately Rs.15 million across the Internet, social media, newspapers and television. The footage generated during the promo was edited into the brand's TV commercials and other branded entertainment content.