Parle-G reminisces old memories through latest campaign

15 May,2018

By A Correspondent


Parle Products has partnered with Taproot Dentsu to launch a series of five films for its flagship brand, Parle-G. Taproot’s task 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.


Said Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu Mumbai: “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.”


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.”



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