The Genius mantra behind keeping Parle-G’s legacy relevant for Gen Z

In 2022, Parle-G revealed an innovative version of its ‘G Maane Genius’ campaign. The proposition was elevated by touching upon the emotional quotient in children. The innate empathy of young children, devoid of personal benefit was the lynchpin of the campaign.

In January 2024, Parle-G released a series of five bite-sized films with the same messaging. The new set of five films created by Thought Blurb Communications has been carefully created to evoke the same emotion without the luxury of elaborate storytelling. The new 15-second format manages to balance the emotion elicited by the proposition with daily situations with children at home and at play. The emphasis is on their interaction with parents, loved ones and friends.

In an exclusive interaction with Adgully, Mayank Shah, Vice President – Marketing, Parle Products, and Vinod Kunj, Founder and Chief Creative Officer (COO), Thought Blurb Communications, speak about the latest campaign drive, working with a legacy brand, keeping an 85-year old brand relevant and relatable for Gen Z, and much more.

Parle-G, often referred to as ‘Bharat ki Pride’, has indeed established itself as an iconic brand in the Indian market. How has the brand messaging been built and sustained over the years?

Mayank Shah: Keeping a brand sustained over decades is tricky, to say the least. The principal thing to remember is that a brand is only as strong as its following. This is the demographic who are loyal to the brand. But these demographics change constantly. People’s aspirations and values change. Younger customers grow up to replace older ones. The brand has to remain constant, yet relevant to the newest generation experiencing it.

Parle-G, launched in India in 1939, has been supporting the nation through the years – be it during the Mumbai floods or any other calamity. What is your take on this?

Mayank Shah: Every corporate entity has a responsibility to its community. Parle-G has always accepted this responsibility and has been part of the fabric of this community. Nutrition and alleviation of suffering are available from Parle-G when it is required. It strengthens the brand and makes sure that its values are presented in tones that are not overbearing.

The brand mascot, Parle-G baby, has been retained over the years. Is it a marketing strategy to retain the brand’s values and traditions?

Mayank Shah: The Parle-G baby is an icon as synonymous with the brand as the logo. It is the most relatable symbol of the brand and it has endured for decades. More than tradition, it connects every generation that has grown up with the brand.

What marketing and advertising strategies have you adopted for a legacy brand like Parle-G throughout the years?

Mayank Shah: From nutrition to development to personal pride, Parle-G has travelled the road to the present with relevant messaging that appeals to the generation of the time. The purpose has been to build on the foundation of the brand, making it stronger and memorable.

What does it take to build a brand legacy in today’s time, with attention span getting shorter and with the growth of digital platforms?

Mayank Shah: Attention always has to be sought in any medium. That is the hallmark of good creative work. In any age and media environment, the consumer would have to be enticed into the message. Digital is no different. The point of the exercise is to find the advantages of the medium and exploit it for them. It makes no sense to judge a new medium by the parameters of another.

Yes, young people on digital media tend to have shorter attention spans, but that does not take away the fact that it allows for more interaction, sharing and community-building. In the long run, everybody who accepts a brand will become spokespeople for it. And that is something that we cannot ignore.

Vinod Kunj: Only the format of the communication changes, the message doesn’t. Whatever attention we may get from the audience, the messaging has to be consistent and palatable. This is not limited to advertising. It may be in digital, ambient or experiential communication as the decade demands.

How is the brand dealing with competition to retain its market strength?

Mayank Shah: Competition is always good for a healthy marketplace. There is space for other products and newer kinds of them as well. The challenge is to keep a firm hold of the existing customer base and find new and deeper markets to explore. Parle-G has been able to do this, and consolidating as it goes.

What was the biggest challenge for this current TV campaign?

Vinod Kunj: From the execution point of view, it was imperative that we approached the strategy from every angle and find the sweet spot that made all the pieces fall into place. Every script had to tick all the boxes that we set out as our objectives. Scripts were written, rejected, re-tooled and honed carefully till they ended up where we wanted them.

Then there was the task of getting the finest directing, casting and acting talent, to make the stories come alive, while holding the audience in thrall. Every element of the campaign was carefully put together to create the whole. Bringing the talent together and bringing out their best was perhaps the biggest challenge and our greatest achievement.

Could you elaborate on Parle-G’s ‘G Maane Genius’ positioning? What has been the key thought process to advertise on children’s mental quotient rather than the physical aspects? Was it the brand’s initiative or the agency’s?

Vinod Kunj: Every parent believes that their child is one in a million, a genius. However, the definition of ‘genius’ changes over time. There was a time when parents tended to be detached from their children, being more interested in their physical and academic metrics. Times have changed and parents are emotionally closer to their children.

Children are now seen more as individuals and not just as subsidiary entities. In fact, people are willing to interact with their children more as friends and equals. This opens up the definition of ‘genius’ to a different category. A child’s capacity for empathy is being accepted more and more as a desirable trait. These are insights that the agency presented and the communication was generated in close consultation with the client and all brand stakeholders.

How have consumer preferences changed over the years? How has that played a role in the brand campaign? How are you dealing with the changing consumer preferences?

Vinod Kunj: The consumer is always changing and that is to be expected. The trick is to keep an ear to the ground, anticipate and stay ahead of the consumer. The messaging then comes as a lovely surprise to the customer when they are getting to that mind-space. If they are on the fence about their own thinking, the advertising thought can easily tip them into accepting the brand’s message.

Over the years, multiple creative agencies have been a part of the brand. How is Thought Blurb taking the brand legacy forward?

Mayank Shah: Great brands are built over time and there will be multiple agencies along its route. But by keeping the brand in the centre of all consideration, any good agency can whet any blunt edges in the present communication and create a new and sharper message for a contemporary audience.

Vinod Kunj: Thought Blurb was keenly aware of this when we took on the task. With a brand this iconic, we had to take a mature and considered view through the process. It was important to create a strategy that built on decades of entrenched brand equity and take nothing away from it. We studied all the communication that had come before, built and tested options and adopted the one that veered least from the brand’s trajectory, while propelling it forward into the next stable plateau.