Calcutta, March 3 :    Calcutta, March 3:  Q: Who is Digen Verma? A: He's a smart, young man studying in a Mumbai college. Q: Why are girls crazy about Digen Verma? A: 'Cos he's 'cool' - good in studies, great on the sports field. He's won a Mr Personality contest, too. Q: Why is he popping up here, there, everywhere - on TV screens, on the Net, at street-corners? A: He's the 'hidden hero' of a mega advertising campaign to relaunch Frooti. This, then, is the truth behind the teaser. Young Digen Verma is Frooti's answer to Hrithik 'Coca-Cola' Roshan and Shah Rukh 'Pepsi' Khan. 'Digen is the pet-name of a bright student and a good sportsman in a Mumbai college... He is the real representative of the young and the restless in India, who reflects their taste, their mood,' confirmed a senior official of Parle Agro from Mumbai on Saturday. Launched on February 15, the Digen Verma campaign run by Everest, is being discussed at boardrooms and railway stations. The guesses doing the rounds range from 'a new car' to 'a new condom'. But it's all part of a Rs 20-crore ad blitz to create a huge hype over 'the natural mango drink' in 200 ml and 250 ml tetrapacks, to hit the market soon with a brand-new look and image. The fact that it's all for Frooti, will be announced either on Sunday, or Monday. To keep the suspense going, Digen, 'Diggu' to his parents, will be kept under wraps for some time to come. 'Maybe towards the end of this year, we will introduce Digen to the people,' the official said. The mango-juice major has roped in Digen for 15 years to spearhead its drive to target the teens, now hooked on to the colas. Though the official was tight-lipped about the details of the contract, he did mention that it 'runs into lakhs'. But why Digen? 'You can't predict the fate of a film star and after all the sad things that happened in the world of cricket, we wanted to pit a common young man to build empathy and identification of our product with our consumers,' explained the official. Parle, which corners '85 per cent' of the tetrapak market in the country, is banking on 'the Digen factor, a smart new look, and the increased health awareness among GeneratioNext' to re-position Frooti.