Rahul Jauhari, NCD, Everest Brand Solutions & Pramod Sharma, Creative Director, Everest Brand Solutions

Name of the Campaign: Parle’s Wafers ‘Khaaneka aapka kya hai funda?’

Brief: Create clutter-breaking communication for the brand targeting the youth.

Creative Thought Process:

The idea was to carry forward Parle’s Wafers ‘Match jitaaneka aapka kya hai funda?’ campaign to moments beyond cricket. We decided to create more moments and give the younger audience more reasons to consume Parle’s Wafers.

Media vehicles chosen: Television, Outdoor, Print, Social media

Key issues kept in mind while executing the ad:

The communication was kept short, humorous and on topics relating to youngsters. Youngsters spend half their lives on stuff like FB. And of course, teen romance is a sweet spot that is immensely exploitable. Hence the use in the films. We believe these will connect well with the audience.

Does the treatment do justice to the brief?

Yes, the treatment, as mentioned above, is pretty much in the youth space.

What according to you is the differentiating factor about the ad?

Youth is all about fundas. This campaign speaks exactly this language – and allows youngsters to create their own fundas with Parle’s Wafers. Youth connect to new things in life. Talk in their language and they’ll surely accept you. We’ve cracked new Fundas of life for them. Fundas they can use in their daily life. The creative relates to them and will surely work the brand.

Market/client feedback – The initial feedback on the campaign is very positive, and the audiences are very kicked up about it

Pramod Sharma, Creative Director, Everest Brand Solutions:

Youth connect to new things in life. Talk in their language and they’ll surely accept you.

We’ve cracked new Fundas of life for them. Fundas they can use in their daily life.

The creative relates to them and will surely work the brand.

Credits:

Client: Parle Products Pvt Ltd -

Mr. B. Krishna. Rao – Group Product Manager

Ms. Asha Mathew – Brand Manager

Agency: Everest Brand Solutions, Mumbai

Creative Team: Pramod Sharma, Samir Chonkar and Rahul Jauhari

Account Servicing: Siddhi Shah andRavi Walia

Film Director: Ram

Production House: Nirvana Films

DOP: Mohanan

Compiled by Shubhangi Mehta