Parle Products, India’s leading manufacturer of biscuits and confectionery, has partnered with Taproot Dentsu, the creative agency from Dentsu Aegis Network India, to launch a series of 5 films for its flagship brand, Parle-G.
In all its humility and unchanged goodness over the decades, Parle-G has remained the largest selling biscuit brand across the world. However, in the face of constant expansion in the biscuit category, the brand somewhere seems to have become a default, taken for granted pick, instead of an active, desired choice. Consequently, Taproot Dentsu’s task here was to move Parle-G right up in the emotional consideration set of consumers, thereby reminding them of what Parle-G really is – the unsung hero of biscuits!
Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu Mumbai, said, “Parle-G is a staple. Quite like our rice and pulses. It is like that one person everyone has in their life who has always been there, albeit on the side-lines. This campaign is a celebration of relationships that we seldom acknowledge but without which life isn’t quite the same. It’s a message that only a brand as iconic as Parle-G can give. Because come to think of it, everyone has eaten one and everyone has a human equivalent, if they just take the time out to think of it.”
Shashank Lanjekar, Head – Strategic Planning, Taproot Dentsu Mumbai, said, “Parle-G is an extremely familiar and universally loved brand. This position is precious and deserves to be protected and propagated. With the wide choice that is now available among biscuits, the advertising task was to elevate this position of Parle-G in the minds of our consumers. The idea is based on the human tendency to take the familiar for granted. This campaign uses this tendency to point out how invaluable the familiar in our lives is while making a compelling connection with the brand Parle-G.”
Speaking about the campaign, Mayank Shah, Category Head, Parle Products said, ‘’Over the years, Parle-G was strongly positioned as a staple given that it is associated with health and nutrition. However, a consumer research that we conducted recently revealed that Parle-G has moved beyond being a staple and is now an emotion. Through this campaign, we want to celebrate that emotion and the bond a consumer has with Parle-G by showcasing how there are relations in our life which are never acknowledged but have played a significant role in making us who we are.”
Credit List:
Umesh Shrikhande – CEO
Ayesha Ghosh – General Manager
Pallavi Chakravarti – Executive Creative Director
Yogesh Rijhwani – Associate Creative Director
Apoorva Jain – Copy supervisor
Shashank Lanjekar – Head, Strategic Planning
Almas Ahmed – Planning Director
Durvesh Gaikar – Creative Director