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Tag: Parle Products

  • Film created by Thought Blurb Communications

    Parle G releases its latest campaign celebrating Friendship Day

    Parle G has released its latest campaign celebrating Friendship Day (Aug 4). The film is created by Thought Blurb Communications and released on the social media and video distribution platforms like YouTube on the eve of World Friendship Day.

    Said Mayank Shah, Vice President at Parle Products Pvt. Ltd: “The Parle-G brand fulfils many roles in our everyday lives just a good friend does. Friendship Day is a great platform to connect with the youth and send out a heartwarming message without being preachy. The film is made in the style of popular ‘buddy’ movies of today. The animated banter and college jargon work well for it. It has a universally appealing message with an informal approach, that adds a welcome layer to the brand’s image.”

    Added Vinod Kunj, Chief Creative Officer at Thought Blurb Communications: “Venerable brands like Parle-G build over time. An over-arching brand idea like this helps to stretch its legs and grow. This is yet another iteration of an idea that feeds into the bigger brand story.”

  • Campaign created and executed by Thought Blurb Communications

    Parle launches new campaign for 20-20 Cookies

    Parle Products has launched its latest campaign for Parle 20-20 biscuits. The three-film campaign has been created and executed by the Mumbai team of Thought Blurb Communications.

    Speaking on the campaign, Mayank Shah, Vice President, Parle Products, said: “We tried this new brand message last year and tested it out. The market response was positive, so we decided to put our full effort behind it. All marketing initiatives were directed towards supporting the brand message”, he said. “Still, no caution has been thrown to the wind and everybody knows that a brand message needs to grow in stages.”

    Added Renu Somani, National Creative Director of Thought Blurb Communications: “It was interesting looking for an alternate take on the tagline. Last year, we were trying to establish the idea, and needed the films to simply explain the direction of the messaging. We now have the confidence to push the envelope outward.”

  • Created by Thought Blurb Communications

    Parle Krackjack launches new TVC

    By Our Staff

     

    Parle Products, biscuit brand, has released its latest campaign for KrackJack. The three-film campaign created by Thought Blurb Communications tells stories of conundrums that are solved in hilarious ways by the two protagonists, Krack (played by Dharmesh Yelande) and Jack (played by Raghav Juyal).

     

    The over-the-top style of humour follows a legacy that was started in the 90s with Boman Irani and Vijay Patkar playing the titular roles. The torch then passed on to Swapnil Joshi and Gaurav Gera in the noughties, and after a decade, Krackjack has now found renewed vigour with Raghav Juyal and Dharmesh Yelande.

     

    Mayank Shah, Senior Category Head, Parle Products, speaks about Krackjack and the direction it has taken over the years. “Krackjack is the first biscuit in India to find that magical spot in the consumer’s palate with a flavour that tickles sweet and salty taste buds. When the flavour is so out-of-the ordinary, how can its communication not be unusual? Over the years, the characters Krack & Jack, have endeared themselves to audiences across the country. Every new generation resonates with these sweet and salty characters. Dharmesh and Raghav are new age celebrities with a wide fan following among the youth. More importantly, we chose them because we felt they have a spontaneity in their repartee, which is key to the brand’s communication.”

     

    Vinod Kunj, Founder and Chief Creative Officer, Thought Blurb Communications echoes the sentiment and explains the challenges: “It’s a big challenge to work on a legacy brand like Krackjack with a high decibel legacy communication. When we got the brief we were clear that we have to carry forward the torch to the next generation of audiences across India. Not only do we have to appeal to a wide section of audiences across socio economic segments, we also had to touch their funny bone. Evidenced by the viewer responses we have received, the execution seems to have hit the bull’s eye. The dash of rollicking humour coating the films make them entirely enjoyable.”

     

    Joining in with her perspective on the creative execution, Renu Somani, National Creative Director, Thought Blurb adds, “We started off with a product that is sweet but also has salty overtones. That kind of dictated the tone and tenor of the campaign. In one of the brain storming sessions when the strategy team came up with the idea of ‘contrarian views working towards a common goal’ we knew we had our campaign. This in turn finds resonance in the claim – ‘sweet aur salty saath jab aaye, baat ban jaaye’. The fun part was working with the film crew to get Dharmesh and Raghav to work in tandem to translate this strange combination of diametrically opposite views. We wanted the viewers to have fun, and I think that has come out quite well.”

     

  • Showcasing Parle Kismi as the Ultimate Love Enabler

    Parle Products unveils new TVC

    By Our Staff

     

    Parle, India’s leading manufacturer of biscuits and confectionery, has launched a television campaign for their toffee brand, Parle Kismi. Titled “#HarKismiMeinHaiKiss,” the nationwide campaign highlights the role of Parle Kismi as a catalyst for love. The TV commercial has been conceptualized by Rediffusion.

     

    Commenting on the campaign, Krishnarao Buddha, Senior Category Head at Parle Products, said: “As we reflect on our school and college days, we recall the emotions of friendship, pure love and days filled with pranks. Parle Kismi has consistently served as an enabler, empowering individuals to express their deepest feelings. With our latest TVC, we aim to appeal to the newer generations, evoke nostalgia and revive cherished memories of friendship, affection, and compassion. Our mission is to spread love and reignite the influence of ‘Kismi’ among our beloved younger audience.”

     

    Added Kalyani Srivastava, Jt. President, Rediffusion: “We are excited to launch our new Parle Kismi campaign, which features a catchy jingle and a heartwarming film. The campaign is based on the idea that a kiss is a powerful expression of love, and Parle Kismi is the perfect way to add a touch of sweetness to any kiss. We believe that this campaign will resonate with the younger audience.”

     

  • 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.”

     

  • 19 Indian brands in the Top 25 list

    Parle tops Kantar Brand Footprint report

    By Our Staff

     

    Kantar India released the 9th edition of its annual Brand Footprint report today. The report ranks the Most Chosen FMCG Brands based on Consumer Reach Points (CRPs). CRP considers the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year.

     

    Parle Products leads this year’s rankings, followed by Amul, Britannia, Clinic Plus and Tata Consumer Products. With a CRP score of 5715 (Mn), Parle holds the top spot for a record 9th year in a row.

     

    In a year dominated by health and hygiene, Dettol unsurprisingly grew a whopping 48% in CRP’s (923 Mn) and entered the top 25 brand list. Dettol was followed by Lifebuoy with a growth of 25% CRP’s (1798 Mn), Vim at 21% CRP’s (1454 Mn), Dabur at 14% CRP’s (1458 Mn) and Britannia at 11% CRP’s (4694 Mn).

     

    Speaking about this year’s report and rankings, K Ramakrishnan, Managing Director- South Asia, Worldpanel Division at Kantar said: “Brand footprint is a great way of measuring and rewarding brands by the extent to which they are chosen by consumers. Choice is a function of penetration and frequency. However, we always year after year find that brands grow a lot more on account of penetration gain than frequency gain. The biggest gainers in brand footprint 2020 were expectedly the hygiene brands. That said, the traditional leaders also held their positions by ensuring penetration growths even during the pandemic.”

     

  • 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.”