Exclusive | Parle shows Garbage its place!
Parle Products, one of India’s pioneers in the biscuit and confectionery manufacturing segment has announced the launch of its nationwide Litter Free TV Campaign. Parle Products is a brand that generates disposable biscuit, candy and chips “wrappers” and in many instances consumers toss them on the streets and other public areas without a second thought.
Litter not only looks bad but also has an adverse effect on the environment. Littering sends out a negative message to children and the next generation that it is acceptable behavior to throw your trash anywhere mindless of the environment. Parle Products has taken the initiative to set the course for our community and raise awareness with the positive messaging of its Litter Free Campaign.
Armed with this objective, Parle Products has launched the first phase of the Litter Free campaign across the country through a series of Television Commercials. The commercials are set in a series of everyday scenarios that viewers can identify with and encourage them to “Show Garbage Its Place”.
To get deeper insights about the campaign we at Adgully caught up with Shalin Desai, Deputy Marketing Manager, Parle Products.
Concept
It’s a part of our CSR activity and this year we felt there is a need for this kind of an initiative. Though the idea was there for the last three to four years, but due to something else getting a priority we were not able to execute it. Since our business is into biscuits and confectionary and snacking, a lot of wrappers and litter is created casually just dump it anywhere.
Execution
The campaign has been conceptualized by Thoughtshop Advertising & Film Productions. In one of our brain storming sessions we happened to discuss about the amount of litter that is there while we walk on roads and that’s how we picked this idea.
We are trying to be responsible for what we make and educate people and find a solution to this.
Media mix
Trends in the space
At the moment, things are moving to the premium end and that is what we are concentrating at. People don’t mind paying extra for value added products because they really want to experience out of it. The consumers have really gone onto an experimentative mode and they constantly want something newer and better than what they have tried before. That openness has come in the consumer today.
Future plans
As of now we don’t have any other associations. We are focusing on this one for the time being. In the near future if we do have any associations then we will definitely communicate those. All of our energies are on this campaign as of now.
In the year to come we are looking at other initiatives. By Archit Ambekar | Twitter: @aambarchit