This Independence Day, Parle Products dials up on sentiment
Parle Products, India’s leading manufacturer of biscuits and confectionery has launched the next leg of #YouAreMyParleG campaign with a digital film depicting the life of Indian soldier. The film is a tribute to the Indian armed forces on the occasion of Independence Day from Parle G. The film features an emotional story of a soldier and his family and is inspired by consumer response for You are my Parle G TVCs.
The five series digital films have been inspired by real life incidences shared by consumers. Parle Products have shortlisted these stories from several entries that Parle Products received on its digital platforms when they launched the TVC in May 2018. The consumers will be gratified with these films being made based on best entries received. Each of the digital film will showcase the importance of meaningful relationships that form an integral part of everyone’s life but are seldom acknowledged. Parle - G forms a vital part of the narrative.
Mayank Shah, Category head of Parle Products, “For the longest time, we always positioned Parle G as a staple but our consumers changed this perception. An internal consumer survey revealed that consumers believe that Parle G evokes a sense of happiness and nostalgia that is difficult to explain in words. The phenomenal response that #YouAreMyParleG TVCs received also reinstated our confidence about Parle G’s strong emotional recall. This led to the inception of #YouAreMyParleG digital films. The second leg of the campaign launched around Independence Day recognizes the Indian armed forces for their sacrifices for the greater good . It is a humble tribute from Parle Products recognizing the importance of its loyal customers and their strong association with Parle G’’
Speaking about the campaign, Vinod Kunj, Managing Partner, Thought Blurb, the agency that created the campaign said, “Parle G as a brand appeals to every generation and section of our society. Yet each person perceives the brand in their own unique way. Like human relationships, they are not as elementary as love, gratitude, friendship or devotion. They would be reciprocal, layered and multi-faceted in intensity. We may understand these emotions, but we are never fully conscious of them at all times. We focused on the point in a relationship where that realization dawns. This was the insight with which we initiated the communication’’
Vinod Kunj added, “In each film you'll see how an action, a few words, or an emotion triggers our moment of clarity. The subtext of the relationship becomes clear to the protagonist and they of longing or gratitude. India’s complex and unwavering connection to the brand is equated to this. When the protagonist tells someone that “You are my Parle G”, he speaks for India, and its relationship with the brand’’.