Parle Products, India’s largest biscuit, confectionery and snacks
manufacturer has launched an Ad campaign for Parle Marie. Titled ‘Apna
Circle’, the campaign consists of TV commercials that have been directed by
Indian Film Director Imtiaz Ali. The campaign captures the essence of
spending time with a close knit circle of
friends.
Set in various situations, the
TVCs revolve around the brand idea - ‘Baatcheet bakbak aur Parle Marie’. The
TVCs highlight the meeting of friends and conversations that follow; be it the
camaraderie amongst youngsters while discussing love interests, gossip sessions
about husbands and mothers-in-law. All this while munching on a pack of Parle
Marie, a conversation companion.
Mr. Pravin Kulkarnii, General
Manager – Marketing, Parle Products said, “Chit-chatting with friends is an
integral part of Indian culture. The East zone is a very big market for Parle
Marie and the films have been influenced by the Bengali concept - ‘Adda’.
Everyone can relate to this concept of circles because all of us belong to one
circle or another, be it college buddies, friends at the Gym or those we meet
at Clubs. Through ‘slice of life’ situations, Parle Marie aims to connect with
these special circles.”
Director of the TVCs Imtiaz
Ali said, “I seem to have known & have been consuming Parle Marie
forever. The four TVCs are simple and straightforward. We have kept the
films simple and realistic but at the same time there is brightness in them,
not only in the look but also in behavior. All the scripts had a spark and were
interesting. The biggest point, I think, is the atmosphere we have created
through all TVCs – circles of different age groups; each circle sits with chai
& having Parle Marie while chatting & laughing and is the perky part of
every day. Personally, my circle is the school circle which is the Jamshedpur
circle. Then the other one is the college circle, having moved from city to
city I have many circles.”
Mr. Mayank Shah, Group Product
Manager, Parle Products said, “The campaign captures regular casual
situations perfectly. Moments that are spent with a close group of friends
should always be fun and relaxed and our aim was to associate Parle Marie with
comfort, amusement and a part of every friend
circle.”
The campaign has a total of four
TVCs that have been conceptualized by Everest Brand Solutions. The ads are
currently on – air.
About Parle Products: Parle Products has been India’s largest
manufacturer of biscuits and confectionery for over 80 years. Makers of the
world’s largest selling biscuit, Parle-G, and a host of other very popular
brands, the Parle name symbolizes quality, nutrition and great taste.
With a reach spanning even to the remotest villages of India, the company has
definitely come a very long way since its inception. Many of
the Parle products – biscuits or confectioneries, are market leaders
in their category and have won acclaim at the Monde Selection, since 1971. With
a 40% share of the total biscuit market and a 15% share of the total
confectionary market in India, Parle has grown to become a
multi-million dollar company.
TVC Credits
Client: Parle Products
Client : Pravin Kulkarnii, Mayank
Shah and Shruthi Sudevan
Creative Agency: Everest Brand
Solutions
Creative Team: Rahul Jauhari
(National Creative Director), Pramod Sharma (Executive Creative Director)
Account Management: Umesh Barve,
Jay Thaker
Film Director: Imtiaz Ali
Production House: Magik Lantern
Film
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