Melody Itni Chocolaty Kyun Hai: A new dimension for a brand's communicationŽ

Don't you still feel tempted for a chocolaty toffee? No matter of what age you are, one always tempts to have one toffee. A petite looking thing has always been one of the craving and favorite things of our childhood. I guess everybody remembers the moments wherein we used to convince our parents for one rupee for a toffee and they used to say, "No chocolates." Melody has been very famous since then. The delicious and amazing 2 in 1 toffee is filled with chocolate inside and an irresistible layer of caramel on the outside. Since then till now Melody is the same. Melody has always been so tasty and attractive.

But somehow in its life the brand lost its way. Melody was not visible in the media or in the stores for quite some time and also after a long gap of 4 years the premium priced toffee's commercial has made a comeback with an objective of repositioning Melody Chocolaty in the confectionery market and also to connect itself with the youth of today..

Talking about the objectives, Bhavin Panchamia, Sr. Product Manager, Parle Products, commented, "The communication objective was to reinforce the chocolaty property of the brand and carry forward the brand thought, "MELODY ITNI CHOCOLATY KYUN HAIN?" in an exciting way. The brief was to come up with an innovative, unusual situation and depict the protagonist's obsession for chocolaty taste in a very interesting manner."

Since long it has been seen that people are really struggling hard to find the answer of a very simple question, "melody itni chocolaty kyun hai" and now even the chudail and the aliens are eager to know why melody is so chocolaty. Parle has come up with a new campaign for their product "Melody'. The brand has come up with two films named "Alien TVC" & "Chudail TVC". The creative's are handled by Grey Worldwide

The Alien TVC shows a space centre where a geeky scientist is narrating on his Dictaphone. A beeping sound comes from the background and the co ' scientist informs his senior. A code is flashed on the screen and the main scientist asks his subordinates to decode it. Another lady co-scientist tries to break the code. Then from the background we hear the chaiwala speaking who has already figured out what the code. The aliens give each other high fives with joy as the chaiwala is able to figure out what they have been trying to say. All the scientists look at him as he has decoded the code. In the end the scientists are enjoying a bite of Melody chocolaty and there appears the Melody chocolaty packshot on the screen. The voiceover says "Melody Khao Khud Jaan Jao!"

Whereas the Chudail TVC opens in a village where a guy is tied to a bargad ka ped. The guy's family and the whole village is standing around nervously, witnessing the tantrik with a broom, dance wildly around the possessed guy. We see the tantrik asking the possessed guy to leave the body of Bhanukant Mohapatra, to which he gets a negative reply. He again asks the possessed guy saying "pichley janam ka jo poochna hai pooch¦ aur bari kar is naadan balak ko". The possessed guy finally asks, "Melody Itni Chocolaty kyun Hai?" As the possessed guy asks him the tantrik in surprise squeezes a lime and the lime juice squirts on his face. The last shot shows the tantrik's enjoying a bite of Melody. | By Aanchal Kohli [aanchal(at)adgully.com]