Parle Marie consolidates its position as the soul of ‘adda’ in Bengal market

Parle Products launches three new TVCs for the Bengali market
Parle Products launches three new TVCs for the Bengali market

Parle Products, one of India’s leading manufacturers of biscuits and confectionery, has launched three new TVCs for Parle Marie. Parle Marie consolidates its position as the soul of adda in its latest campaign for the Bengal market.

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The latest campaign by Thought Blurb Communications builds on the Parle Marie brand’s foundations in the Bengal market. Extending itself and becoming a part of that proud social tradition that is quintessentially Bengali: the Adda. The three-film campaign addresses a broad demographic of young and old, men and women and are all represented in the films. It spans the width of the populace which has one thing in common. Held by the same social thread that ties and binds all ages and segments of society.

Long before Internet chat rooms were in vogue, the Bengali was devouring conversations, ideas and arguments in the form of ‘adda’. Parle Marie biscuits have always been a part of the tea-and-biscuits tradition that accompanies a good adda session. With the new campaign, Parle Marie seeks to cement its relationship further.

Watch the films:

Bungalow Friends:

Coffee House Reunion:

Brigade Ground Moms:

Mayank Shah, Senior Category Head, Parle Products, weighs in on this subject. “In a nation as vast as ours, each region has its own voice, values and ideals. A generic message addressed to the entire country may not always take root. Speaking to each consumer in his individual language, in idioms he understands and in surroundings that he is familiar with, is a far better option. The new campaign is in line with Parle’s belief in regional marketing, speaking in the voice of the local population, using subjects that are deeply relatable, and in a tone that is immediately understood.”

Vinod Kunj, Chief Creative Officer and MD at Thought Blurb Communications, elaborated, “The strategy is as elegant as it is simple. Insert the brand into the social fabric and become part of the consumer’s conversation. Then you can accompany him through his life’s journey with occasional brand reinforcement. Too often, we have to confront the consumer and try to change his preferred brand and habit. But in this case, we are simply building another storey over a home with a strong foundation.”

This is evident in the way the communication has seamlessly explored a part of the local culture without taking anything away from the established brand fundamentals. The messaging stays true to the language, culture and society that it wishes to address. The new campaign manages successfully to make the brand seem part of the consumer’s life and home.

Parle Marie Bengali Ad Credits:

Client: Parle Products

Brand: Parle Marie

Senior Category Head: Mayank Shah

Senior Product Manager: Bhavin Panchamia

Deputy Brand Manager: Jay Thaker

Agency: Thought Blurb Communications

Chief Creative Officer: Vinod Kunj

Executive Director: Nidha Luthra

Associate Vice President: Israa Khan

Production House: 30ML Ideas

Executive Producer: Archana Sarkar

Director: Alok Kulkarni

Since 1929, makers of the world’s largest selling biscuit, Parle-G, and a host of other very popular brands, Parle has grown to become India’s largest food company. With presence across food categories like Biscuits, Confectionary, Snacks, Rusk, Cake and Staples, the Parle name symbolises quality, nutrition, and superior taste.

An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. It has made it a tradition to deliver both health and taste, with a value-for-money positioning that allows people from all classes and age groups to enjoy Parle products to the fullest.

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