Parle Products & Fundamental come together for a Sawaal-Jawaab session

Parle Products is a household name in India and has been, for as long as any one of us can remember. But what most of us can’t possibly know or remember is exactly how deep and wide the company’s roots have spread across the length and breadth of not just our country, but the entire world. Their latest ad campaign aims to tell people just that. 

Trusted? Check. Loved? Check. Legendary? Check. Innovative? Check. Contemporary? Check. Tasty? Check. Local? Check. Global? Check. A series of 5 short commercials – conceptualised by FUNDAMENTAL  and directed by Sukriti Tyagi of Klture Studios – brings together the values that define Parle Products and their vast variety of snacks, biscuits, cookies, confectionery items and more under one simple thought - when it’s a question of something good, the answer is Parle. A fact that consumers all over the world will readily attest to. 

While catering to the diverse palates of millions of people is serious business, the ad campaign doesn’t take itself seriously at all. Landing the point sharply and memorably through quirky story-telling, the spots are as smile-inducing as the products themselves. This is not the brand’s first outing with an all-encompassing corporate campaign. Seven years ago, the popular ‘Naam Toh Suna Hi Hoga’ had established the sheer multitude of products nested under the mother brand. Retaining the same campaign line, the current commercials take the narrative to the next level. 

Speaking about the campaign, Mayank Shah, VP Marketing, Parle Products, said, “The objective behind the corporate campaign is to progressively take forward the initiative started in 2017-18 of positioning ‘Parle’ as a ‘Branded House’ from a ‘House of Brands’. For a food company like Parle, which straddles multiple categories and brands, it makes immense sense to be a Branded House. This helps in all categories and brands getting rub off from all initiatives taken by the company, while adding to the equity of the Corporate Brand.

The campaign aims to project the grandeur of Corporate Brand Parle and show the dominant leadership position that Parle holds in the market today using attributes and values that the company stands for and is associated with like quality, trust, innovation, variety, and being contemporary, progressive etc. Unlike regular corporate campaigns which have a serious tonality, ours is packaged to deliver the message with wit and humour, which brings out beautifully the core thought of positioning Parle as a top corporate brand.” 

Adding to this, Pallavi Chakravarti, Founder & CCO, FUNDAMENTAL, said, “We all have our favourite Parle Products - there’s just so much they bring to the table that the mind boggles when you’re faced with the scale of it all. So we decided to go with a line of thinking so illogical, it made perfect sense. We’re sure that like the array of products themselves, everyone will find one spot [or three ] that they like best. Couldn’t have imagined a better follow-up to the first Naam Toh Suna Hi Hoga campaign, which remains very close to my heart.”