We executed The Mango Surprise Project in 3 parts:1. We played Mango Surprise pranks (live stunts) on people across cities in India. We dropped giant mangoes from trees near passers-by, rolled 8-foot mangoes down sloping roads on to oncoming pedestrians, and swapped baggage for giant mangoes on airport conveyor belts. We scared, shocked and surprised them and caught their attention.2. Then we got the ‘Prank Anchor’ ran up to the ‘Prank Victims’, handed them a bottle of Frooti and explained to them that Frooti is made of real, juicy mangoes and made them sample it.

3. We captured these moments on hidden camera and edited it to create the brand's TVC, viral and branded entertainment content. We played over 600 juicy mango pranks across 30 cities.

Result: 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.