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Parle launches new brand campaign this IPL season
MUMBAI: 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.
Titled ‘Naam Toh Suna Hi Hoga’, the campaign not only highlights the deep connection that various Parle brands have with Indian consumers but is also amusing and witty in its execution.
The pan-India campaign will run during the Indian Premier League (IPL) 2017 season, of which Parle Products is also an associate sponsor of Sony’s broadcast.
Parle Products category head Mayank Shah 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.”
Conceptualised by Taproot Dentsu, the campaign will feature four TVCs. The films are a humorous take on the daily lives of Indians stuck in awkward situations – a friend-zoned boy confronting his crush, an employee being questioned by his boss, a school principal complaining to a mother, two women bragging about their lifestyle. Parle and its products feature as an integral part of the narrative, helping them realise what the characters are unaware of.
Taproot Dentsu executive creative director Pallavi Chakravarti said, “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 ‘Naam Toh Suna 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?”
From childhood favourites to contemporary delights and from sweet delicacies to savoury flavours, many of India’s snacking staples have one name behind them – Parle. The campaign doles out these nuggets of information, tongue firmly in cheek as light and pleasing to the palate as its variety of crackers, cookies, biscuits and snacks.
The TVC will be released in 12 languages including Hindi, English, Marathi and Tamil and will be sustained through a strong digital campaign in the second leg.