MxMIndia

Tag: Mayank Shah

  • Players consumed a whopping 1.2 billion virtual Parle G biscuits on Chhota Bheem Parle G edition mobile game

    Parle G scores a Bheem-sized win with Seventynine and Nazara Games

    By A Correspondent

     

    Seventynine announced an in-game branding campaign for Parle G as part of a special edition of Chhota Bheem mobile game developed by Nazara Games. Chhota Bheem is a popular mobile game on Android platform and Parle G is the world’s largest selling biscuit brand.

     

    Nazara Games creatively integrated Parle G brand inside Chhota Bheem Jungle Run, most downloaded game of Nazara with over 10 million downloads. The brand campaign was experience by over 3.4 million gamers since its launch in November 2015, overshooting the original target of reaching two million users. Players consumed whopping 1.2 billion virtual Parle G biscuits in this time frame.

     

    Siddharth Kelkar, Business Head of Seventynine said, “Parle G’s goal was to build a strong brand connect and engage with their core audience of children. We’re thrilled to have delivered them a campaign that not only met all its objectives and gave Parle G a fantastic and innovative medium to connect with their customers, but in the process set new benchmarks in demonstrating how successful in-game branding can be.”

     

    Mayank Shah
    Manish Agarwal

    Mayank Shah, Deputy Marketing Manager at Parle Products Pvt. Ltd. said, “We are delighted that this campaign came out as a win-win for both the marketer as well as the consumer; the spectacular results including 367 years of game play and consuming a whopping 1.2 billion virtual biscuits are proof that the audiences we were targeting totally loved the game and the associated Parle G branding.”

     

    Manish Agarwal, CEO, Nazara Games said, “The partnership with Seventynine and Parle G demonstrates the marketing magic that is possible when a creatively-conceived concept brings together hugely popular app and a brand that is directly targeting the app’s users.”

     

    In the original version of the game, a player has to collect laddoos to score higher points. With the idea of integrating Parle G into the game, it seemed like a fresh idea to introduce Parle G biscuits along with ladoos using SVG technology. Thereby by achieving brand integration while making it interesting for the young players. We are delighted that the marketing campaign by Seventynine achieved its targets ahead of projected timelines.

     

  • The campaign captures the essence of spending time with a close knit circle of friends

    Parle opts for ‘Apna Circle’ credo for Marie

    By A Correspondent

     

    Parle Products has launched an ad campaign for Parle Marie. Titled ‘Apna Circle’, the campaign consists of TV commercials that have been directed by Indian film director Imtiaz Ali and captures the essence of spending time with a close knit circle of friends. The campaign which has a total of four TVCs has been conceptualized by Everest Brand Solutions.

     

    Set in various situations, the TVCs revolve around the brand idea - ‘Baatcheet bakbak aur Parle Marie’. The TVCs highlight the meeting of friends and conversations that follow; be it the camaraderie amongst youngsters while discussing love interests, gossip sessions about husbands and mothers-in-law. All this while munching on a pack of Parle Marie, a conversation companion.

     

    Said Pravin Kulkarnii, General Manager – Marketing, Parle Products, “Chit-chatting with friends is an integral part of Indian culture. The East zone is a very big market for Parle Marie and the films have been influenced by the Bengali concept – ‘Adda’. Everyone can relate to this concept of circles because all of us belong to one circle or another, be it college buddies, friends at the Gym or those we meet at Clubs. Through ‘slice of life’ situations, Parle Marie aims to connect with these special circles.”

     

    Added Imtiaz Ali, director of the TVCs, “The four TVCs are simple and straightforward. We have kept the films simple and realistic but at the same time there is brightness in them, not only in the look but also in behavior. All the scripts had a spark and were interesting. The biggest point, I think, is the atmosphere we have created through all TVCs – circles of different age groups; each circle sits with chai & having Parle Marie while chatting & laughing and is the perky part of every day.”

     

    Mayank Shah, Group Product Manager, Parle Products said, “The campaign captures regular casual situations perfectly. Moments that are spent with a close group of friends should always be fun and relaxed and our aim was to associate Parle Marie with comfort, amusement and a part of every friend circle.”

     

  • The product and the TVC are inspired by childhood playfulness and the fun that is associated with the iconic characters Tom & Jerry

    Parle Products unveils new campaign for Parle Milk Shakti

    By a correspondent

     

    Parle Products has launched an ad campaign for one of its latest offerings in the cream category – Milk Shakti Milky Sandwich. The product and the TVC are inspired by childhood playfulness and the fun that is associated with the iconic set – Tom & Jerry.

     

    The TVC begins with the duo in a kitchen, whipping up a batch of the cream biscuits. Preparing the mixture of the mouth-watering milk cream for the centre and waiting for the cookies to bake. Off course, the process also includes rivalry between the two characters. Jerry is seen eager to contribute and playfully drops the mixture from a height while Tom uses his reflexes to catch the falling mixture between the freshly baked cookies, the accident which turns into the delicious cream biscuits. A child then enters the kitchen, excited to see his favourite cartoon characters is greeted with a high five and devours a biscuit.

     

    Mayank Shah

    Speaking about the campaign, Mayank Shah, Group Product Manager, Parle Products said, “The product and the TVC revolve around the popularity of Tom & Jerry to connect better with kids and their parents as well. Parents are usually wary of cream biscuits but Milk Shakti Milky Sandwich is one that is coupled with the nutritional goodness of milk and wheat, a perfect combination of fun and health. The ad perfectly embraces the camaraderie of the characters while highlighting the key attributes of the biscuits. The TVCs appeal spreads across all target markets.”

     

  • The auditions for the show to be aired on Big Magic, Big Magic Bihar & Jharkhand and Big FM 92.7 will held across 400 schools in UP, Bihar and Jharkhand

    Parle-G to get juniors curious in RBNL’s kiddie talent hunt

    By A Correspondent

     

    Parle-G has come on board as presenting sponsor for Big Junior Star, a property that showcases the best young talent across the core Hindi markets of Uttar Pradesh, Bihar and Jharkhand. To be aired as a show on Big Magic and amplified across Big Magic Bihar and Jharkhand as well as radio network 92.7 Big FM, the talent encouragement platform is targeted at children between the age of 8-15 years. The show will be created into a 40-episode special that will air on Fridays, Saturdays and Sundays starting October 2013 to March 2014.

     

    Said Pravin Kulkarnii, GM-Marketing, Parle Products said, “With Big Magic now being aired across all major cities in India and becoming popular amongst its target audience, we are certain that our association with their upcoming show, Big Junior Star will help us take forward the brand ideology of Parle G.” Added Mayank Shah, Group Product Manager, Parle Products, “This platform will help us focus in bringing out natural curiosity in kids, encourage their desire to try new things, experiment and learn from their mistakes. We want them to realize that they can learn everywhere and from everything and that school is beyond just books and classrooms.”

     

    Said Sunil Kumaran, Business Head, Big Magic: “With an interactive format and a diverse platform of categories, we are confident that Big Junior Star will garner mass appeal, engaging excellently with our target audience – kids.”

     

  • Parle G goes digital with author Ruskin Bond as a guest blogger for microsite 'TheFutureGenius.com'

    Parle Products ropes in Ruskin Bond for digital campaign

    By A Correspondent

     

    Leading biscuit and confectionary-maker Parle Products is all set to extend its promotional campaign for its flagship brand Parle G into the digital arena. With this, the campaign enters into its next phase and ropes in renowned author Ruskin Bond as a guest blogger to write for its microsite – TheFutureGenius.com. The edutainment site, TheFutureGenius.com is an interactive portal where parents can interact and share videos, audio clips and documents to showcase their child’s talent.

     

    Mr Bond will be contributing two articles every month, which will be letters to the children, talking about tales about life in the mountains, adventure, nature or simply the beauty of life. The microsite also has counselling section called – Genius Gyaan which features advice from experts to help the parent discover the genius in their kid. Along with Mr Bond, the company has also roped in a journalist and blogger Kiran Manral and a kid blogger who will write for the brand on issues related to parenting and upbringing of children.

     

    Mayank Shah

    Commenting on this, Mayank Shah, Group Product Manager said, “The response we got for the campaign on the digital medium has been tremendous and it helped us reach out to the audience effectively. We are now looking forward to leverage this and for the same we have got the renowned author Ruskin Bond on board. With this, we are looking forward to bringing alive story-telling. This will give us an opportunity to interact with our core target group and build a strong relationship between the brand and them.”

     

  • Mayank Shah, Group Product Manager, Parle Products tells MxMIndia about using digital as a core medium

    Jaldi 5 with Mayank Shah: ‘When you use digital, it becomes participative’

    Parle-G recently launched its recent campaign on the digital medium in two phases, Teaser and Launch Phase. In first phase the company released three teaser videos on YouTube, Facebook and Twitter on 30th December, 2012. Along with this they also ran a contest on Twitter with the hashtag #Ifiwereaparent.

     

    In the second phase, the new TVC “Roko Mat Toko Mat” was launched online and went on-air recently. The new concept revolves around “Aao Banaye Kal Ke Genius”. MxM India spoke to Mayank Shah, Group Product Manager, Parle Products for more insights into using digital as a core medium.

     

    01. Why did Parle G choose to employ digital so extensively?

    The importance of digital medium is increasing. However, if you look at the penetration and reach of digital media, it has not reached the level where FMCG brands can actually think about using it. Honestly, if I was doing a regular campaign I would not have thought of using this medium. We used it because this is not a regular campaign. It is more like a movement we are talking about. we are talking to parents and bringing a change in mindset is what we are talking about. The campaign is more participative or interactive rather than a one-way communication where brand talks to the consumer. When that is the idea, the medium becomes very important. Here we are talking about providing an interactive and participative platform to our consumer to come together to own a philosophy and a movement that is about allowing kids to do what they want, nurturing their creativity.

     

    This is why we have launched our campaign through digital.

     

    02. Has Parle G used digital medium before for its campaign for a participative and interactive communication?

    Not so extensively. It was huge but not as extensive as this campaign.

     

    03. Would you say that measuring effectiveness of digital is easier compared to other media?

    It is far easier to measure effectiveness of digital medium used than mass medium. Integral mass mediums, the only surrogate you can use are after-sales recall or those kind of things. However, when you use digital, it becomes participative. You do not only use digital to propagate your message but also asking consumer to interact with you. You can see how many people are coming in and talking to measure the success of the campaign.

     

    04. For this campaign, what will be the communication strategy?

    We have broken our campaign with digital. And then a 360-degree campaign including outdoors in 12 cities across India. As I said, we broke the campaign with digital since this is not a regular campaign. In fact to drive crowd towards digital, we used other media such as outdoor.

     

    a What is the pie that digital commands in this 360-degree campaign?

    It would be roughly around 10 percent.

     

    05. Would you focus on brining out digital campaigns more often to engage and interact?

    There is no doubt that the importance of digital is going to increase. However, it might take some time before we look at it as a standalone platform. Today, FMCG and mass-goods manufacturers look at digital as a good supportive medium rather than the principal medium. We launched our campaign on digital, and used it in the first phase as principal medium only because the campaign was participative in nature.

     

    As told to Ananya Saha