Parle launches ‘bharat ka apna biscuit’ campaign for Parle-G

The latest campaign is a natural progression for Parle-G that has been an integral part of most Indian households right from its birth in 1938. Keeping the essence of Parle-G’s highly successful ad campaign, ‘Roko Mat Toko Mat’ alive, the new ‘Bharat ka Apna Biscuit’ campaign highlights how young Indians, through their innovation and contributions in various fields, have been instrumental in making India a progressive and popular nation globally. With the new TVC, Parle aims to bring back the nostalgia associated with Parle-G and celebrate its journey in India’s evolution and success.

Speaking about the campaign, Mayank Shah, Category Head, Parle Products Pvt. Ltd. commented, ‘We at Parle are proud of the achievements and milestones of young Indians. Whether it is in science, technology, fashion or sports, Indians today are making a difference in the world. Parle-G, which is one of the most loved brands of India, has always been a champion of excellence and today it continues to be a part of India’s advancement as a global economy.’

The campaign will be promoted through a 360-degree approach and the TVC is the first leg of the campaign. The lyrics of the TVC, composed by renowned Indian lyricist Javed Akhtar, embodies passion and pride and fortifies Parle-G’s position as India’s favourite biscuit across time and generations. The TVC will be supported by a digital campaign and movie partnerships with Raees and Kabil.

Creatively spearheaded by Samir Chonkar of Everest Brand Solutions, the 30- sec TVC is an evolved film that graphically presents the new-found assertiveness of young Indians in the face of globalisation with Parle-G as a timeless supporter. Whether it is various triumphs in aeronautics and technology or women achieving feats in the military services and in sports, India is moving toward a brighter future.

Samir Chonkar, Creative head, Everest Brand solution said, “It's not every day that a brand becomes an intrinsic part of people's lives. Legendary brands like Parle-G do, simply because it is loved by generations and it is difficult to find an Indian who has not eaten Parle-G. The content in the TVC is a showcase of India's growth story and the messaging talks about how Parle-G has been a constant through this process. Moreover, we made it a point to use a new, never before technique to convey the message.”

You can view the TVC here, which goes live on 26th January, 2017: https://www.facebook.com/parleg/videos/1274600489244657/

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