Brand Journal
Frooti’s Digen Verma Campaign: The First Time an Indian Brand Made Mystery, Its Entire Strategy
In 2001, "Who is Digen Verma?" appeared on billboards across India. No product. No logo. No explanation. For two weeks, India argued about who Digen Verma was and then Frooti revealed the answer. It was a masterclass in intrigue-based brand communication that still hasn't been matched.