New ad campaign showcases Parle Kismi as a catalyst for love

Parle, India's leading manufacturer of biscuits and confectionery, has launched an endearing television campaign for their beloved toffee brand, Parle Kismi. Titled "#HarKismiMeinHaiKiss," the nationwide campaign highlights the role of Parle Kismi as a catalyst for love. The TV commercial, conceptualized by Rediffusion, artfully portrays the innocence and sweetness of romantic relationships presenting cute and endearing moments shared by a teenage couple.

The heartwarming TVC shows a girl at the metro station. Her partner comes to drop her off at the station. While seeing off, they want to share an intimate moment through a kiss, but are unable to do so and the girl takes the elevator to the platform. Undeterred by the interruption, the boy sends a Parle Kismi toffee to the girl through an elevator, Which is his way of sending a goodbye kiss. The advertisement beautifully captures the brand thought of 'Har Kismi mein hai Kiss,' showcasing how Parle Kismi adds flavor and romance to life's special moments. The TVC will be broadcasted pan-India, reaching a wide audience. 

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Commenting on the campaign, Krishnarao Buddha, Senior Category Head at Parle Products, said, "As we reflect on our school and college days, we recall the emotions of friendship, pure love and days filled with pranks. Parle Kismi has consistently served as an enabler, empowering individuals to express their deepest feelings. With our latest TVC, we aim to appeal to the newer generations, evoke nostalgia and revive cherished memories of friendship, affection, and compassion. Our mission is to spread love and reignite the influence of 'Kismi' among our beloved younger audience."

Expressing her views on the campaign, Kalyani Srivastava, Jt. President, Rediffusion, said “We are excited to launch our new Parle Kismi campaign, which features a catchy jingle and a heartwarming film. The campaign is based on the idea that a kiss is a powerful expression of love, and Parle Kismi is the perfect way to add a touch of sweetness to any kiss. We believe that this campaign will resonate with the younger audience.”

The #HarKismiMeinHaiKiss campaign is set to captivate hearts and remind everyone of the joy that Parle Kismi brings to their lives through its iconic taste of elaichi blended with caramel. For over 5 decades, Parle Kismi has been known for its new flavors and variations of its traditional offerings to cater to the changing preferences of the youth. Apart from its unique taste, the brand is also synonymous with its iconic 'kissing couple' and the colours of red, black and white, lending a contemporary appeal to the packaging. The brand has always been positioned in the space of “love” and “romance” and over the years and has leveraged the brand name “Kismi'' with the campaign series of “Har Kismi mei hai kiss”, thus being an enabler in relationships.