MxMIndia

Tag: Parle

  • Is found to be the Most Chosen In-Home FMCG Brand

    Parle tops Kantar’s annual Brand Footprint India report

    Kantar released the 12th edition of its annual Brand Footprint India report. The report ranks the Most Chosen (in-home and out-of-home) 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.

    Key findings: In-Home segment:

    1. With a CRP score of 7980 million, Parle holds the top spot for a record 12th year in a row, followed by Britannia, Amul, Clinic Plus and Tata Consumer Products.
    2. Consumer Reach Points (CRP’s) continue to grow, however is slightly lower than last year. Overall, CRP’s have increased almost 33% in the last five years.
    3. All sectors have seen a CRP growth slow down, except dairy:
    4. Brands chosen more often have greater probability of growing in CRP:
    5. Haldiram’s and Balaji are the only two brands in the 2024 top 25 in-home brand list to grow by more than 30% in CRPs in 2023.
    6. Sunfeast leads the way in biggest penetration gains in 2023 at 6.4. The following brands make it to the top 10 list:
    7. Seven brands in the top 25 in-home rankings show more than 20% penetration increase in the last decade. Britannia leads the way, followed by Surf Excel, Sunfeast, Haldiram’s, Patanjali, Brooke Bond and Vim.

    Key findings: Out of Home segment:

    1. Britannia leads the way in the 2nd edition of OOH brand rankings with 628Mn CRP’s. It is followed by Haldiram’s, Cadbury, Balaji and Parle. The top 5 rankings are all snacking brands and remain the same as 2023.
    2. The five Most Chosen OOH beverage brands in India are Thums Up, Frooti, Amul, Maaza, & Bisleri.

    Speaking about this year’s report and rankings, K. Ramakrishnan, Managing Director- South Asia, Worldpanel Division at Kantar said: “Consumer choice is very reliable strength test for a brand across market conditions and Brand Footprint has been a widely acclaimed ranking system to measure this for over a decade now. As we see over the years, consumers are making increasing trips for purchase and that adds their options and in-turn, their choice. This is reflected in the constant increase in CRP’s. We also introduced an out of home rankings last year as OOH consumption is on the rise and has different choice triggers.”

  • 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.”

  • When marketers see a competitor do well, the easiest trick in the world is lazy marketing and short-termism, writes Kunal Sinha

    Copy that!

     

     

    By Kunal Sinha

     

    Kunal SinhaIn the late 1990s, I visited countless haats across India with my colleagues, understanding the rural residents’ shopping behaviour, helping develop strategies to engage and convince them.

     

    On those trips, we chanced across a plethora of copycat brands. Funny & Lovely, Fairy & Lovely fairness creams, Polands cream and talcum powder, Dafur and Babur Dant Manjan, Nise and Pearl biscuits. With their limited ability to read the English alphabet, villagers looked at the brand’s logo as the visual ID, because the rest of the packaging was pretty identical to the original brand.

     

    The makers of these copycat brands were small, local entrepreneurs, riding on the popularity of brands that enjoyed high equity and trust, and out to make a quick buck. They were hard to track down.

     

    Nearly three decades later, we are witnessing an upsurge of brands that have no qualms about capitalising on the equity of market leaders. The difference: these are brands owned and introduced to the market by well-established, reputable companies.

     

    One need not travel to a small town or village to find many of these brands. They are available both online and your neighbouring Star Bazaar. Not only that, the placement on the shelf is right next to the original brand. How brazen could that be?

     

    Tata’s Skye range is astonishingly similar to several brands which are leaders in their categories. The coconut oil has the same bottle shape and colour, identical product description as Marico’s Parachute. The mnemonics of coconut palms and half coconut have been integrated into one visual, as opposed to separate for Parachute. Small mercies.

     

     

    For its glycerine soap range, Tata Skye turns to HUL’s Pears for inspiration. Again, similar colour schemes – white and green / orange are used, and the soap bar is prominently pictured on the pack. The price? Rs 231 for Pears Aloe Vera vs Rs 117 for the Tata Skye version; Rs 202 for the Pure and Gentle version vs Rs 129 for Tata’s glycerine soap. All these for a pack of three.

     

    Now imagine a budget-stretched couple in Dum Dum or Govindpuri doing their weekend shopping. For them, there is no better assurance than seeing the words ‘A TATA Product’ emblazoned on the label. With such a significant price benefit, which brand do you think they would pick up?

     

    Let’s look at another popular brand – Mondelez’s popular Oreo cookies, which became a runaway success in the Indian market since its launch.

     

    In 2020, Parle, by far a much bigger maker of biscuits and cookies, decided to launch a chocolate-vanilla cream cookie by the brand name FAB!O, with identical packaging. Mondelez took Parle to court, and the latter was forced to withdraw its product from the market.

     

    That judgment did not deter another leading CPG company – ITC Foods, from creating and selling its own chocolate-cream cookie, Sunfeast Dark Fantasy Vanilla Crème. As it branched out into chocolates, the packaging and advertising for Candyman Fantastik makes no apologies about borrowing from Cadbury’s colour codes.

     

    So, what’s with this penchant for copying? And does the adoption of these practices by market-leading companies give copying legitimacy?

     

    Let’s put it down to lazy marketing and short-termism.

     

    When marketers see a competitor do well, the easiest trick in the world is to say, “Let’s do what makes them successful! There’s already a model in place, and if we adopt it, we’ll be able to make money quickly.”

     

    According to Sabeer Bhatia, founder of Hotmail, speaking at a Nasscom event, “90 per cent of the innovation industry is copycat in India, there is nothing new.”

     

    It’s a refrain one keeps hearing in the agency world. The client asking “Can you give me something new, innovative?” Upon being presented a bunch of new ideas, they’ll respond by saying, “Can you show me examples of how this has worked?”

     

    Google might be phasing out cookies, but in business it is still a cookie-cutter world!

     

    Kunal Sinha is a senior strategy and foresights executive based in Jakarta, Indonesia. He is the author of several books including The Future of India’s Rural Markets and Raw – Pervasive Creativity in Asia. He writes for MxMIndia every other Monday. His views here are personal.

     

  • Created by Thought Blurb Communications

    Parle-G latest TV campaign

    By Our Staff

     

    Parle Products has released its latest TV Campaign for its flagship product – Parle G biscuits. The campaign was executed by the advertising agency Thought Blurb..

     

    Said Mayank Shah, Vice President – Marketing at Parle: “The core values expressed in this campaign are quite strong. Young children around the world have an effortless capacity for empathy, which gives them a facility for goodness born out of innocence. We equate this to a higher intelligence relatable to genius. We needed to see if the idea had legs to travel through different formats and media.”

     

    Added Vinod Kunj, Founder and CCO, Thought Blurb Communications: “We immediately realised that we needed to throw out all our pre-conceived notions of scripting. The short format gave us little time to establish relationships and situations. The establishing shots would have to portray the conflict and solutions presented simply. Nothing overly convoluted would work.”

     

  • 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.”

     

  • The commercial was conceptualised by DDB Mudra

    New campaign for Parle’s Hide & Seek

    By Our Staff

     

    Parle, the leading manufacturer of biscuits and confectionery, has announced the launch of a new campaign for its sweet biscuit brand, Hide & Seek. The commercial was conceptualised by DDB Mudra.

     

    Commenting on the campaign, Mayank, Senior Category Head at Parle Products, said, “As we continue to expand our reach in the international markets, we remain dedicated to providing the Indian consumers with premium products that offer great taste. Hide & Seek has been our flagship brand in the premium sweet cookies segment and we are thrilled to introduce this new campaign to our audience. We believe that the ‘Start your story with Hide & Seek’ campaign will help strengthen the brand’s position in the market and reinforce our commitment to delivering the best chocolate experience to our consumers.”

     

    Added Rahul Mathew, Chief Creative Officer at DDB Mudra Group: “Hide & Seek cookies have been synonymous with the best chocolate experience in the sweet cookie segment for years. Our aim with this campaign is to remind our target audience to not hide from the one they seek. The film portrays this message in a charming, lively, and enjoyable way.”

     

  • 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.”

     

  • Only 6 global brands among the top 25 brands in India

    Parle is most chosen brand in India in Kantar’s Brand Footprint 2020 report

    By A Correspondetn

     

    Last week, Worldpanel Division of Kantar, the leading data, insights and consulting company, released its report, Brand Footprint 2020. The report is an annual ranking of FMCG brands based on the Consumer Reach Points the brands scored in a year. The report is in its 8th edition this year.

     

    Key findings:

    Scoring the highest CRP (mn) at 6029/ +12% Parle, ranks first followed by Amul at 4,632 CRP (mn)/ +17%, Amul at 4,632 CRP (mn)/ +17%, Clinic Plus at 4,514 CRP (mn)/ +32%, Britannia at 4,215 CRP (mn)/ +29% and Ghari at 2,438 CRP (mn)/ +12%

    Five new brands joined the Billion CRP Club this year Dabur, Vim, Sunfeast, Brooke Bond & Patanjali. 21 brands made it to this group in 2019 compared to 16 in both 2018 and 2017.

    Over 2/3rd of the top 50 brands are Indian Origin brands (36) while global stands at 14.

    Global brands (29 %) show 1.8x growth compared to Indian Origin brands (16%). Global brands are growing almost twice as fast at 29% compared to Indian Origin brands at 16%.

    Consumers make significantly more choices this year leading to a significantly better CRP performance by brands- 57 % brands record growing CRPs.

    Bigger brands find better growth and follow the Golden Rule, brands grow faster by growing penetration

    Colgate stands at the highest penetrated brand at 88%

    Surf excel remains marks a consistent CRP growth rate at +20% scoring 1566 mn CRP.

    58 brands saw a penetration gain of 1% or more. Leading the category is Ponds at 5.8% followed by Harpic (4.8%), Comfort (4.5%). 1% penetration gain adds an extra 2.9mn shoppers to the brand.

    In the foods category Britannia clearly charts out a success story as the 2nd most chosen brand, 7th highest penetrated brand with a household penetration at 67.6%. While Aashirvaad saw a surge with 4% penetration increase and +55% CRP growth.

    Within homecare surf excel marks +48% CRP growth while recording +3.4% penetration increase, closely followed by Vim at +44% CRP growth and +3.2% penetration.

    Dabur comes out strong in the personal care & foods category with +34% CRP growth, making it the 5th most chosen beauty & health brand in India with a 70.0% household penetration.

     

    Impact of Covid-19:

    Food & Beverage brands get picked up more often except Parle and Tata due to drop in frequency. For example, Amul is chosen over 100,000 additional times during the COVID months of March-May.

    While personal and home care brands drop CRPs

    Despite CRPs, trip size increases causing top brands to grow volume

     

    Said K Ramakrishnan, MD- South Asia, Worldpanel Division, Kantar: “Consumer Reach Points are a great way to measure and rank brands as it is a measure of the number of opportunities a brand has, to interact with a consumer. It is great to see consistent validation for the fact that if you build penetration, frequency and growth follow. This has really been a year of global brands in terms of their higher growth than others. Like these, this year’s report has a lot of interesting nuggets to derive a lot of information and insights on top the behaviour of consumers towards brands in the last year.”

     

  • 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”.