MxMIndia

Tag: Parle Marie

  • 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.”

     

  • 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.”

     

  • 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.”