Fropper takes Social Awareness Route to Branding
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Fropper.com has taken an initiative to spread aids awareness among the youths through social networking that works as virus. Fropper.com has tied up with Saadhan Helpline a free helpline service that provides information about HIV/AIDS. Fropper has also come up with an imaginary character called Miss. Red Ribbon to drive this tie up. This imaginary character knows everything about safe sex and HIV. It will talk to the youth for answering their queries and clearing their doubts regarding HIV/AIDS. Miss. Red Ribbon will be open to all the members of Fropper.com which will enable the members to scrap their queries and doubts regarding HIV/AIDS.
Expressing his views on the initiatives, Mr. Navin Mittal, Business Head, Fropper.com, says, “Today social networking conquers a huge space in the online world and the youth is closely involved in its evolution. This online awareness campaign is one of the best possible ways to reach out to the Indian youth who need to be aware of the threats of HIV and AIDS. We are proud that Fropper.com has been able to make online networking not only a fun-filled activity, but also a platform to discuss social issues. I am happy to be associated with Saadhan Helpline and helping us contribute to this social cause”.
This isn’t the first time fropper has tied up for a social awareness oriented cause. Even earlier it had taken up the cause of ecoganpati during ganpati and cleverly used it as a marketing/branding exercise for fropper. This Social Awareness route to branding and connecting with the youth is possibly the smartest move by Fropper till date. Fropper which can be called the grand daddy of Indian social networking sites (though previously it was more dating than social networking) has finally started to find its feet with a positioning around social awareness oriented marketing. Though it remains to be seen how they build this further.
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