Angry Birds to munch Parle Wafers in India...!

Parle Products has recently partnered with the international gaming company, Rovio Entertainment for the promotional activities for their brand Parle’s Wafers.

The activity, which will be targeted to kids, will have attractive Angry Birds trading cards with every pack of Parle Wafers. The cards will be available in three kinds - Regular, Silver Foil and Golden Foil; and will be given away with packs of Parle Wafers at Rs 5, Rs 10 and Rs 20 respectively. To further engage the consumers, Parle has come with an exciting redemption offer, wherein on exchanging a certain number of redemption coupons, consumer gets assured gifts.

Along with this, Parle Wafers will add two new flavors, Piri Piri and Khatta Meetha to its current portfolio. Piri Piri is a spicy South African seasoning, while Khatta Meetha as the name suggests is sour and sweet and is being used in India for the first time in the wafers category. The portfolio currently includes Tangy Tomato, Cream and Onion, Classic Salted, Masala Masti, Red Chilli Achaar and Aloo Chaat.

Commenting on this association, Mr. Krishna Rao, Group Product Manager, Parle Products said, “Angry Birds is a successful game worldwide and as a franchise it is very popular amongst the kids and youth in India. Leveraging on its popularity we have associated with Rovio wherein we have come up with a consumer offer of providing Angry Birds trading cards to the prospects. Angry Birds is famous across all platforms and has a mass appeal to it. With this consumer offer we are looking forward to induce sales for Parle Wafers and try to reach out to maximum consumers.”

The company will launch a marketing campaign to promote the offer on multiple platforms. The campaign kick started with the release of a co-branded TV commercial. Parle Products entered into the snacks market in the year 2008 and currently have Parle Wafers, Parle FullToss and Parle Namkeen in the category. Parle Namkeen was launched in the year 2011 and is now available across India.