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Parle G Scores a Bheem-Sized Win with Seventynine and Nazara Games

Seventynine, part of India’s largest digital media platform SVG Media, today announced an in-game branding campaign for Parle G as part of a special edition of Chhota Bheem mobile game developed by Nazara Games, India’s premier game developer and publisher has broken all record in users reached and duration of game play for an activity of this kind. Chhota Bheem is one of the most popular mobile games on Android platform and Parle G is the world’s largest selling biscuit brand.

Nazara Games creatively integrated Parle G brand inside Chhota Bheem Jungle Run, most downloaded game of Nazara with over 10 million downloads. The brand campaign was experience by over 3.4 million gamers since its launch in November 2015, overshooting the original target of reaching two million users. Players consumed whopping 1.2 billion virtual Parle G biscuits in this time frame.

Siddharth Kelkar, Business Head of Seventynine said, “Parle G’s goal was to build a strong brand connect and engage with their core audience of children. We’re thrilled to have delivered them a campaign that not only met all its objectives and gave Parle G a fantastic and innovative medium to connect with their customers, but in the process set new benchmarks in demonstrating how successful in-game branding can be.”

Mayank Shah, Deputy Marketing Manager at Parle Products Pvt. Ltd. said, “We are delighted that this campaign came out as a win-win for both the marketer as well as the consumer; the spectacular results including 367 years of game play and consuming a whopping 1.2 billion virtual biscuits are proof that the audiences we were targeting totally loved the game and the associated Parle G branding.”

Manish Agarwal, CEO, Nazara Games said, “The partnership with Seventynine and Parle G demonstrates the marketing magic that is possible when a creatively-conceived concept brings together hugely popular app and a brand that is directly targeting the app’s users.”

In the original version of the game, a player has to collect laddoos to score higher points. With the idea of integrating Parle G into the game, it seemed like a fresh idea to introduce Parle G biscuits along with ladoos using SVG technology. Thereby by achieving brand integration while making it interesting for the young players. We are delighted that the marketing campaign by Seventynine achieved its targets ahead of projected timelines.

Select highlights of the results achieved are below:

  • Chhota Bheem Jungle Run featuring Parle G biscuits secured over 40 million screen views
  • Average time spent on the game per user is 6.35 minutes
  • The campaign delivered over 8.4 million impressions and over 627,000 clicks to Parle G in le ss than two months of the game’s launch
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