Appy Fizz’s Bold Branding with Priyanka Chopra & Salman Khan

Appy Fizz built its bold identity with big names like Priyanka Chopra and Salman Khan. From stylish campaigns to mass-market pushes, the brand used celebrity power, creative ads, and fresh packaging to grow in India’s beverage market. Here’s the story of how Appy Fizz created campaigns people still remember.

Appy Fizz is one of India’s most unique beverage brands, known for its black bottle and bold red label. Launched by Parle Agro in 2005, it stood out in the fruit drink space with its fizzy apple-based taste and stylish packaging. Over the years, the brand moved from being a cool and stylish choice for youngsters to adopting a much bolder and more confident image. This change came alive through celebrity partnerships, especially with Priyanka Chopra and Salman Khan, who helped Appy Fizz create unforgettable campaigns and expand its reach across India.

Why Priyanka Chopra and Salman Khan Were Chosen

Appy Fizz’s celebrity choices were not random. The brand carefully picked stars whose personalities matched its changing identity and goals at different times.

1. Priyanka Chopra: Bold, Fearless, and Global (2016)

When Appy Fizz decided to change its image in 2016, it wanted to move away from being just a fun, bubbly drink. The brand wanted to look bold, mysterious, and edgy. Priyanka Chopra was the perfect match for this transformation.

At that time, Priyanka was making her mark not only in Bollywood but also in Hollywood. She was seen as fearless, confident, and someone who carried herself with authority. Her global stardom gave Appy Fizz an edge, making the drink feel modern and stylish. Her presence helped the brand attract young, urban consumers who wanted something different from the usual colas.

Priyanka gave Appy Fizz the personality of a strong and independent brand that stood out on its own.

2. Salman Khan: Mass Appeal and Strong Presence (2018)

Two years later, in 2018, Appy Fizz wanted to grow further and connect with a much larger audience across India. For that, the brand chose Salman Khan.

Salman was (and still is) one of the biggest stars in the country. His popularity cuts across cities, towns, and villages. By bringing him on board, Appy Fizz made sure it reached not just urban youth but also the wider Indian market.

Salman’s tough, strong, and larger-than-life image gave Appy Fizz the power to stand tall against bigger cola brands like Pepsi and Coca-Cola. He made the drink feel more mainstream, aspirational, and accessible to people everywhere.

3. The Strategy Behind These Choices

Both stars brought something different to the table. Priyanka gave Appy Fizz a bold and international face, while Salman gave it mass strength and appeal. Together, they helped the brand stay stylish yet relatable, modern yet widely accepted.

Priyanka Chopra and Appy Fizz

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Priyanka Chopra has been a big part of Appy Fizz’s journey. Her bold image matched perfectly with the drink’s identity as a stylish and youthful brand. Over the years, she appeared in some of the most memorable campaigns that gave Appy Fizz its premium and edgy look.

1. A New Look for Appy Fizz (2016)

In 2016, Appy Fizz wanted to refresh its image. It was no longer just seen as a fun apple drink. The brand wanted to stand for confidence, boldness, and style. To bring this change, Priyanka Chopra starred in a campaign designed by the creative agency Sagmeister & Walsh.

The new visual identity featured red, black, and white “Fizzing Circles”. The ads were not ordinary. They used abstract visuals, bold colours, and creative designs. Priyanka’s voice and strong screen presence made the drink look powerful and modern. This campaign gave Appy Fizz a premium feel and attracted young people who wanted something different from regular soft drinks.

Appy Fizz also invested heavily in this campaign, spending nearly ₹70 crore to make sure it was visible everywhere. The ads appeared on TV, digital platforms, outdoor billboards, and even inside cinema halls. This wide reach made the brand look bigger and more stylish than ever before.

2. Feel the Fizz (2022)

In 2022, Priyanka Chopra returned as the face of Appy Fizz in the “Feel the Fizz” campaign. This time, she was joined by Jr NTR. The ads used music, dance, and creative visuals to bring alive the fizz experience. The focus was on fun and energy, highlighting the drink as refreshing and full of life.

These TVCs connected with young consumers who wanted not just a drink but an exciting experience. Priyanka’s vibrant presence helped the brand show that Appy Fizz was not just about taste but also about attitude and energy.

Salman Khan and Appy Fizz

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After Priyanka Chopra built a stylish and premium image for Appy Fizz, the brand wanted to expand its reach. To connect with people across India, Appy Fizz brought in Salman Khan in 2018. His mass appeal, larger-than-life persona, and strong screen presence gave the drink a powerful new identity.

1. Expanding to the Masses (2018)

In 2018, Appy Fizz launched a massive campaign with Salman Khan. The focus was to take the drink beyond city youth and make it popular with audiences in smaller towns as well. The campaign used the "Feel the Fizz" tagline but gave it a new tone. With Salman’s energy, the ads became more bold and direct.

The brand invested nearly ₹100 crore in this campaign, making it one of its biggest marketing pushes. To ensure visibility, Appy Fizz partnered with Bigg Boss, hosted by Salman himself. This tie-up gave the brand weekly exposure to millions of viewers across India.

2. The Salman Factor

Salman’s presence helped Appy Fizz connect with a much wider audience. His strong personality matched perfectly with slogans like "Own Your Fizz" and "Life should never be flat." In 2019, the campaign introduced "Rise Up," a message meant to inspire young people to rise above challenges and live with confidence.

These slogans were not just taglines. They were used to show that Appy Fizz stood for individuality, energy, and boldness, values that connected well with the millennial generation.

3. Campaign Style and Strategy

The campaigns with Salman were truly 360-degree. They ran on television, digital platforms, print, and outdoor hoardings across the country. Appy Fizz also adopted a hyperlocal strategy to reach different parts of India and connect with regional audiences.

Alongside advertising, the brand also introduced Salman’s image on the new 160ml PET bottle. This gave Appy Fizz a stronger shelf presence and made the packaging instantly recognisable. The creative partner for these campaigns was Sagmeister & Walsh, who carried forward the bold design style introduced earlier.

Impact from These Campaigns

1. What Priyanka Chopra Brought to the Brand

When Appy Fizz signed Priyanka Chopra in 2016, it was not just about having a celebrity face. Her global image and bold personality made the drink look premium and stylish. The ads with Priyanka helped Appy Fizz connect strongly with urban youth who were looking for something modern and fashionable.

The drink was no longer seen as just another fruit beverage but as a stylish choice that stood out from the crowd. This gave the brand an identity that matched global cola players, even if it was in a smaller category.

2. What Salman Khan Added to the Mix

In 2018, Salman Khan brought a different kind of impact. His mass appeal helped Appy Fizz move into new markets where it was less popular before. Sales started growing not just in big cities but also in small towns and rural areas. The brand now had two strong images working for it: premium appeal from the Priyanka years and wide acceptance through Salman’s campaigns. This balance helped Appy Fizz expand faster and build trust with a much larger audience.

3. The Bigger Picture for Appy Fizz

Together, these campaigns helped Appy Fizz stand stronger against big cola brands. It was no longer just a niche fruit drink. With the bold “Feel the Fizz” message, the brand gained a powerful personality that combined style, energy, and mass appeal. Experts noted that the shift gave Appy Fizz a real chance to compete with the colas by creating its own unique space in the market.

Legacy of Celebrity Branding

Appy Fizz has always believed that the right celebrity can make a drink more than just a product. It can turn it into a lifestyle choice. After the big success with Priyanka Chopra and Salman Khan, the brand kept its celebrity-first approach alive.

1. New Faces for a New Generation

To keep the brand fresh, Appy Fizz brought in new stars like Kriti Sanon, Jr NTR, and Vicky Kaushal. Each of them brought a different kind of energy. Kriti added glamour and style, Jr. NTR brought regional power and mass appeal, while Vicky gave the brand a modern and relatable touch. This mix helped Appy Fizz speak to many different audiences at the same time.

2. Packaging that Matches the Star Power

The packaging of Appy Fizz has also kept changing over the years. While the classic red, black, and white colours have stayed the same, the bottles often feature bold designs and sometimes even celebrity images. This makes the drink instantly recognisable on shelves and adds to its cool factor.

3. Why Celebrity Branding Worked

Appy Fizz proved that choosing the right celebrity is not just about popularity. It is about matching the brand’s personality with the celebrity’s image. Priyanka gave it boldness, Salman gave it reach, and the newer stars gave it freshness. Together, they turned Appy Fizz into one of the most memorable beverage brands in India.

4. A Lasting Impact

The strategy also showed that celebrity branding can change how people see a product. What started as a stylish, niche drink grew into a mass-market favourite. This shift happened because the celebrities made people feel connected to the brand in different ways, whether it was through style, power, or relatability.

Conclusion

Appy Fizz’s journey with Priyanka Chopra and Salman Khan shows how picking the right celebrity can reshape a brand. Priyanka brought style and boldness, while Salman brought mass power and reach. Together, they turned Appy Fizz into one of India’s most memorable beverage brands. This story is proof of how strong celebrity partnerships can create campaigns that people remember for years.

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