Refer to the case study below

Marketing case study,

The enigma called 'Digen Verma' was everywhere, in buses, film halls, colleges, cyber cafes and shopping malls. 'JUST who is Digen Verma?' That's what the nation seemed to be have been wanting to know. In the 15 days that the campaign lasted in (February 2001), Digen Verma seemed to have become the most talked about faceless name in the country.

The 'Digen Verma' promotion campaign was one of the most interesting and innovative teaser campaigns ever made in India. Designed and executed by Everest Integrated Communications (Everest), it was a series of teaser campaigns launched by Parle Agrochemicals1 for its mango drink Frooti, which aroused the curiosity of the public, especially teenagers.

The campaign seemed to have been successful in evoking tremendous interest. Everyone was curious to know who Digen Verma was, or whether he was just a fictitious character. "Just wait and watch," said Milind Dhaimade (Dhaimade), Creative Director of Everest, the brain behind this entire campaign.

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