MxMIndia

Tag: Mayank Shah

  • Created by Thought Blurb Communications

    Parle-G launches three-film campaign to enhance brand

    By Our Staff

     

    Parle-G biscuits launches a campaign to enhance the equity of the brand. The three-film campaign created by Thought Blurb Communications tells simple stories that show the protagonist child as empathetic, clever and decisive. All the qualities that come together to create the Parle-G ‘Genius’.

     

    Mayank Shah, Senior Category Head, Parle Products speaks about the brand’s core values and the need for the messaging to be consistent over time. “Parle-G has always spoken from the child’s perspective. A child creates social connections with siblings, family, friends and others they care about in very different ways. Empathy comes easily at an early age and in uncomplicated terms. Before they are lost to age and practicality, an understanding of others can be rather sincere and honest. Taking this into account, the messaging has to acknowledge the child’s feelings and give it voice.”

     

    Vinod Kunj, CCO & Managing Director at Thought Blurb added: “Following a campaign thought over years and growing the brand with it requires a firm hold on the steering wheel. From our previous outings on the brand in 2018 & 2020, we had to find a growth path. That was the challenge.  We knew that we needed to stay timeless with our thinking, while keeping the overall brand thought in our sights. We know the stories had to resonate with audience across age groups and geographies, since this being broadcast in 13 languages. One of the endearing aspects of the campaign is the song that paraphrases the idea, and to see it shining through in every language is rewarding.”

     

     

  • Campaign conceptualised and executed by Thought Blurb Communications

    Parle Products woos Bengal with new TVC

    By Our Staff

     

    Parle Products, manufacturers of biscuits and confectionery, has launched new campaign for its Parle Marie. The campaign has been conceptualized and executed by Thought Blurb Communications builds on the Parle Marie brand’s foundations in the Bengal market.

     

    The three-film campaign addresses a broad demographic of young and old, men and women and are all represented in the films. It spans the width of the populace which has one thing in common. Held by the same social thread that ties and binds all ages and segments of society.

     

    Said Mayank Shah, Senior Category Head, Parle Products: “In a nation as vast as ours, each region has its own voice, values and ideals. A generic message addressed to the entire country may not always take root. Speaking to each consumer in his individual language, in idioms he understands and in surroundings that he is familiar with, is a far better option. The new campaign is in line with Parle’s belief in regional marketing, speaking in the voice of the local population, using subjects that are deeply relatable, and in a tone that is immediately understood.”

     

    Added Vinod Kunj, Chief Creative Officer and MD at Thought Blurb Communications: “The strategy is as elegant as it is simple. Insert the brand into the social fabric and become part of the consumer’s conversation. Then you can accompany him through his life’s journey with occasional brand reinforcement. Too often, we have to confront the consumer and try to change his preferred brand and habit. But in this case, we are simply building another storey over a home with a strong foundation.”

     

  • Created by Thought Blurb Communications

    Parle Magix rolls out new TVC

    By Our Staff

     

    Parle Magix cream biscuit brand from Parle Products has rolled out three TV commercials. The campaign has been created by Thought Blurb Communications.

     

    Said Mayank Shah, Senior Category Head, Parle Products: “A child’s imagination does not follow a pattern that is logical. They give a comical and bizarre twist to everyday situations that are often invisible to adults. This is the insight on which this campaign is built. It seeks to be relatable to a child and to entertain them.”,

     

    Added Vinod Kunj, Partner & CCO, thought blurb Communications: “The client’s brief was to establish a connection with children. So we decided not to tell them how good our product is, just tell them that their world is fantastic. The creative team took a hike into the world of children and came back with this really whacky campaign.”

     

     

  • Conceptualised by creative agency, Please See, in partnership with Reliance Entertainment

    Parle unfurls patriotic campaign on Republic Day

    By Our Staff

     

    Reminiscing the yesteryears of India’s redefining moments, Parle Products, celebrated the spirit of a sovereign India in its Republic Day film.

     

    Conceptualized by creative agency, Please See in partnership with Reliance Entertainment, the film uses archival footage of major milestones and glorious moments to talk about the freedom movement in 1930s, 1971 war, India’s first World Cup win in 1980s, iconic Bollywood characters ‘Raj and Simran’ to the successful space mission and then India’s successful creation of Covid-19 vaccines. All of these are interspersed with perfect amalgamation of Parle-G from its launch in the 1930’s (Parle Gluco) to the pack version of today, which has been present at different intervals of history with the message ‘Years changed, but we stayed the same’, depicting its unchanged taste and popularity.

     

    Added Mayank Shah, Senior Category Head at Parle Products: “Just as Parle Products stands for a swadeshi brand, our brand Parle-G is often referred to as ‘Desh Ka Apna Biscuit.’ We feel extremely proud and fortunate to be a part of India’s journey from pre-Independence time to present day. The film carries a degree of nostalgia as important events from the past play out in front of viewers. Just as the country crossed milestones over the years, so did Parle Products and gradually Parle-G has retained itself as the go-to product when one thinks of a biscuit. In circulation for 79 years, we have kept the taste intact with no change in the flavor of the Parle G ever since it was first sold in 1939. Parle shall continue to remain an integral part of the nation and with the coming years we hope to be a part of many such achievements – furthering our course with the country.”

     

  • Films conceptualized by Brand League Partners

    3 new TVCs for Hide & Seek biscuits

    By Our Staff

     

    Parle Products has launched its latest advertising campaign for their chocolate chip cookie brand Hide & Seek with a sharp focus on establishing its identity as an enabler of first -time conversations. The films have been conceptualized by Brand League Partners.

     

    Said Mayank Shah, Senior Category Head at Parle Products: “We, at Parle Products, realise how important it is for a brand to be a part of a customer’s journey. There are certain moments that we all face while growing up as teenagers and we understand the significance of these changes and decisions we make at that time. All of us have come across that time in adolescent years when the fear of rejection keeps us away from initiating conversation with that special someone. Our premium brand Hide & Seek resonates with young and innocent love while acting as an enabler to ignite a spark in situations wherein people feel hesitant to express themselves freely or directly. Our brand plays the role of breaking the ice so the first-time conversations between two young people are comfortable and relaxed. Since the campaign is targeted towards teenagers, it’s not about intense love but about innocent attraction & young playful chemistry. The campaign is light-hearted and at the same time builds our brand so that we achieve top-of-mind recall among consumers and continue our brand narrative. With this TV and digital campaign, we aim to strengthen our position in the chocolate cookies category.”

     

    Added Samir Chonkar, Head at Brand League Partners said, “We wanted to create something special for consumers and we are happy to be able to create a theme for Parle’s Hide & Seek brand – ‘Start your story with Hide & Seek’, which will bring forth something relatable, fun and engaging experience for everyone! The films showcase cute and innocent interaction between couples designed to appeal to customers’ lovestruck-side and get some attention directed towards the brand.”

     

  • It is the regional marketing strategy for Marie biscuit

    Parle Marie rolls out 3 new TVCs for Maharashtra

    By Our Staff

     

    Parle has launched three new TVCs in Maharashtra for Parle Marie biscuit. This new localised campaign is part of the company’s regional marketing strategy designed to drive engagement and build relationships with Parle regionally

     

    Speaking about the campaign, Mayank Shah, Senior Category Head at Parle Products said: “Parle Products as a brand has its roots deeply embedded in cities and rural areas alike and as we grow in new regions, we want our communications to be reflective of the people’s traditions, way of life and the local spirit. Every Indian has their own way of jibing, bonding and internal-puns, which is very much coincidental to their way of living and culture.  This campaign has been tailored keeping in mind Maharashtrian way of life nuancing cultural codes and traditions of Maharashtra. This will make consumers relate and bond with the brand. All the films unfold over warm moments of enjoying the biscuit with friends and family, with beautiful stories woven in between bites of Marie. We are hoping to connect with the consumers in a deeper and meaningful way and make Parle Marie an inseparable part of Gupshup and Baatchit.”

     

  • Made by Rediffusion, the film highlights the ‘Son of the Soil’ legacy

    Rediff’s TVC for Parle on R-Day

    By Our Staff

     

    Parle Products attempted to strike the patriotic cord with the launch of its ‘Swadeshi’ communication this Republic Day. The TVC talks about the ‘Made in India, Made by India’ concept which highlights Parle Products legacy and values while reflecting the brand’s philosophy. Conceptualised by Rediffusion, the film has been released on TV and social media platforms.

    Commenting on the campaign, Mayank Shah, Senior Category Head, Parle Products, said: “Parle Products is a proud Indian brand and we believe that it is our responsibility to evoke hope and positivity among the audience. This film is a humble tribute from Parle Products recognising the importance of its loyal customers and their strong association with the brand. We have always considered ourselves to be the ‘Son of the soil’ and with each passing day, Parle Products is evolving and adapting, just like our country. Serving through generations, Parle Products has always been on the forefront and a reliable brand since its inception who everyone trusts. This film encapsulates the values of the brand along with the immersive experiences, smaller benchmarks and acts of good-well that makes us who we are.”

     

     

  • The campaign kicked off with a TVC created in 11 languages and will run across all kids TV channels

    Thought Blurb executes latest ad film for Parle Magix

    By A Correspondent

     

    Thought Blurb has launched a new campaign for Parle Magix, the biscuit targeted at kids. The campaign kicked off with a TVC created in 11 languages and will run across all kids TV channels. This will be supported by print, digital, on-ground activations and a host of media including Comic Books and on-ground activations.

     

    Said Mayank Shah, Senior Category Head, Parle Products: “Parle Magix is a cream-filled biscuit. In this category, the primary influencers are children and are therefore the target audience for Parle Magix. The cream-filled biscuits market has national and international brands as well as many regional players.  To break through the clutter, we needed a strategy that spoke directly to the child. The act of splitting open the biscuit and licking the cream is the way most children eat cream filled biscuits. So we decided to turn the act of eating the biscuit into a form of play. In fact, with a multi-media campaign we hope to establish eating Magix as a fun exercise in making the right decision,”

     

    Added Vinod Kunj, Partner and CCO, Thought Blurb: “The campaign addresses the child who wants to fill his days with the most activity as possible. Letting the child know that his mischief is tolerated and also encouraged is the direction we’ve decided on. In other words, Parle Magix speaks directly to the child saying that ‘we let you decide what you would rather do.”

     

     

  • Eight teams representing eight different regions of India will be seen vying for a winner’s cheque of 1.25 crore

    Parle comes aboard as the Official Title Sponsor for IPKL

    By A Correspondent

     

    Parle Products has come aboard the Indo International Premier Kabaddi League (IPKL) as the official Title Sponsor for the inaugural edition. Eight teams representing eight different regions of India will be seen vying for a winner’s cheque of 1.25 crore from May 13 –June 4 2019 across three legs at Pune, Mysore and Bengaluru being the final leg.

     

    The IPKL will be broadcast on DSport along with Hindi broadcast on MTV, MTV HD+, DDSPORTS and Polimer Music.

     

    Said Mayank Shah – Senior Category Head, Parle Products: “Being one of the oldest and leading Biscuits and Confectionaries brand in India, we found kabaddi as a sport to have the pan India appeal as our products and IPKL just came in at the right time for us. We have always thrived in making products that cater to the audience from all walks of life across regions and IPKL’s ambitions of making kabaddi reach all corners of India in a real manner promoting young local talent was something that really impressed us to get on board with them as a Title Sponsor. I wish all the participating teams all the very best for the IPKL.”

     

    Speaking about the partnership, Ravi Kiran, Director, IPKL, said: “The involvement of a brand as large and prominent as Parle indicates the fervour that IPKL would be drawing among the Kabaddi enthusiasts of the country. We are a team of athletes and administrators”.

     

     

  • Over the decades, Parle-G has remained the largest selling biscuit brand across the world

    Parle-G reminisces old memories through latest campaign

    By A Correspondent

     

    Parle Products has partnered with Taproot Dentsu to launch a series of five films for its flagship brand, Parle-G. Taproot’s task was to move Parle-G right up in the emotional consideration set of consumers, thereby reminding them of what Parle-G really is – the unsung hero of biscuits.

     

    Said Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu Mumbai: “Parle-G is a staple. Quite like our rice and pulses. It is like that one person everyone has in their life who has always been there, albeit on the side-lines. This campaign is a celebration of relationships that we seldom acknowledge but without which life isn’t quite the same. It’s a message that only a brand as iconic as Parle-G can give. Because come to think of it, everyone has eaten one and everyone has a human equivalent, if they just take the time out to think of it.”

     

    Speaking about the campaign, Mayank Shah, Category Head, Parle Products said: ‘’Over the years, Parle-G was strongly positioned as a staple given that it is associated with health and nutrition. However, a consumer research that we conducted recently revealed that Parle-G has moved beyond being a staple and is now an emotion. Through this campaign, we want to celebrate that emotion and the bond a consumer has with Parle-G by showcasing how there are relations in our life which are never acknowledged but have played a significant role in making us who we are.”

     

     

  • The brief to Taproot was to reclaim a territory for Milano

    Taproot Dentsu, Parle launch new films for Milano

    By A Correspondent

     

    Parle, in association with Taproot Dentsu, has launched a series of films for its premium biscuit offering Platina Milano.

     

    Speaking about the campaign, Mayank Shah, Category Head, Parle Products said: “Since the launch of the Platina range last May, we have observed a renewed interest among consumers towards Parle’s premium offerings. We have always been innovators across categories and while we were happy that our premium brands were being well received, we also felt the need to bring something refreshingly new to the consumers. Extensive research and understanding of our target audience’s evolving tastes led us to add new variants to the Milano range, which consequently resulted in India’s first cookie with Hazelnut filling by an FMCG brand.”

     

    Added Ayesha Ghosh, General Manager, Taproot Dentsu Mumbai: “In times where balance and perfection are being chased and when indulgence is frowned upon, our task was to carve out a special guilt-free place in the minds of consumers for a rich, delicious cookie like Milano. The idea that followed was to approach it from an individual’s perspective, bringing out the importance of irreverent self-pampering. The fact that Twinkle Khanna personally identified with the messaging, further spurred off the idea for us to also add the element of ‘There’s a me in every Milano’ in the TVCs. Overall, the ads have been shot in a manner to remind us that every now and then, it’s okay to listen to your heart, give in to a craving and bite into that tempting cookie!”

     

     

  • The pan India campaign will run extensively during the Indian Premier League (IPL) 2017 season, of which Parle Products is also an associate sponsor

    Taproot Dentsu asserts popularity of brand Parle in latest campaign

    By A Correspondent

     

    Parle Products has launched an integrated brand campaign which showcases its portfolio of brands and a message that strongly links each of these brands back to the mother brand, Parle. Through the campaign, Parle wants the consumer to know how far and wide its range of product offerings go and how firmly entrenched they are in the daily lives of the consumer.

     

    Speaking about the campaign, Mayank Shah, Category Head, Parle Products said, “Parle Products has always offered its consumers something memorable for every occasion. Various brands from Parle form a part of almost every Indian household. Through this campaign, we aim to focus on these brands and connect it to the mother brand, Parle. The unique ad campaign showcases situations where people are oblivious to certain things in life, just like they are not aware of the multiple brands from the house of Parle. The treatment of the TVC is refreshing with a hint of quick wit and humour”

     

    Said Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu: “We’ve all enjoyed Parle products for as long as we can remember. The aim of the campaign was to make their brand name synonymous with the huge range of goodies that we consume almost every day. With ‘NaamTohSuna Hi Hoga’, we’ve found a light and hopefully memorable way of driving the brand name and equity home. If their products have always brought a smile to our faces, why shouldn’t their ads?”