Parle-G celebrates relationships we seldom acknowledge
Parle Products, the manufacturer of biscuits and confectionery, has launched a heart-warming campaign titled ‘You are my Parle G?’ The campaign aims to draw a parallel between Parle G biscuits and the strong but subtle emotion one feels when one gets nostalgic and reminisces about things that they take for granted in their daily lives.
The campaign is an honest endeavour to re-establish the meaning and importance that Parle G has had in everybody’s lives over the years. The pan-India campaign was launched during the Indian Premier League (IPL) 2018 of which Parle Products is an associate sponsor.
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 or a habit and is more of 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 that are never acknowledged but have played significant role in making us who we are.”
Conceptualised by Taproot Dentsu, the campaign features five TVCs. The films have a beautiful and emotional take on the daily lives of Indians and the people they take for granted – a roommate missing his old room partner, a student realising the value of his teacher, an intern acknowledging his superior, a young man living abroad realising the value of his house-help and an old neighbour reminiscing about the mischievous boy next door who is all grown-up. The strong emotion of taking someone for granted is used as a metaphor for Parle G.
Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu Mumbai, said, “Parle G 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 this iconic can give; a reminder of why we love Parle G as much as we do.”
The TVC will be released in 12 languages and will be amplified through a social media and digital campaign.
Student-Teacher ad :
Client: Parle Products Pvt Ltd
Category Head, Parle Products: Mayank Shah
Brand Manager: Maria Dias Fernandes
Dy. Brand Manager: Dhaval Gurnani
Agency: Taproot Denstu, Mumbai
Director: Shimit Amin
Production House: Red Ice Films, Mumbai