Parle G, a household brand for decades revisits the
magical era of 90's with ‘Woh Din’. This five-part web series is a reminiscence
of the simplicity of the days gone by, one that was marked by our love for
cricket, movies and household biscuit, Parle G.
Woh Din is the story of a nine-year-old boy named Babu
and his best friend Shreedhar growing up in the small town of India. The series
sketches the joys of childhood beautifully with an endearing story line and in
the process, integrates Parle G into it
effortlessly; so much so that it goes on to become a third character in the
show.
Each of us have had our brush with Parle G at some point
while growing up. The coming together of Woh Din and Parle-G is the pathway
that leads backs to warm anecdotes, so vivid in our minds, yet never to return.
Each 20-minute long episode chalks the ethos of the era, just as we have lived
them.
Juhi Mehta head of Brand Solutions -Qyuki shares, “The
growing appetite for web series makes the foray into the digital space as a
natural progression for any brand. However, Parle G deviates from the pop
culture identify so heavily present in the digital forum. Qyuki Digital Media
helped provide the much required ‘’away
from the norm’’ experience. Woh Din serves as the perfect brand solution simply
because it is a story about growing up in the 90’s, the decade so widely
popularized by the brand over the years.
The sheer magic of family and familiarity, the cultural shocks with new
beginnings, almost everything that a kid in the 90’s has experienced, has been
dished out in an all-new manner. You can call it Qyuki’s latest attempt at
redefining pop culture! ”
Mayank Shah, Head, Biscuits Category says, “With young
consumers consuming media across multiple screens beyond TV, our goal was to
produce engaging content that captures emotional moments and how the brand was
part our growing up years. With growing appetite for web series among
youngsters, it is a natural progression for any brand. Qyuki’s ‘Woh Din’ serves
as the perfect brand solution simply because it is a story about growing up in
the 90’s, an era so widely captured by the brand and its ethos. We’ve all had
our share of Parle-G and with time, it has acquired a taste of nostalgia within
us.
Sandeep Jha co-founder EmotionFulls added “The idea to
recreate the 90's has been an ongoing desire for long. Having grown up in that
era, we wanted the new generation to know what it was like back then. More
importantly, we wanted to provide our generation something to reminisce about. What better brand than 'Parle-G' to partner
with, one that has witnessed it all while being an important part of our
childhood”.
About Qyuki Digital
Qyuki is a cross-platform media network across digital,
live, TV and film founded by AR Rahman, Samir Bangara and Shekhar Kapur. The
Company uses proprietary technology and analytics to discover and promote
digital super stars and manages the end to end value chain for them across
traditional and new media platforms. Recently, in association with YouTube,
Qyuki launched Jammin- India’s largest digital musical property, where
legendary Bollywood composers and India's top internet youth icons collaborate
to create original tracks. Fronted by legendary composer and maestro AR Rahman,
Bollywood biggies such as Salim Sulaiman, Clinton Cerejo and Mithoon team up
with digital stars SANAM, Shraddha Sharma, Maati Bani and others
In a recent ranking by YouTube India, Qyuki had two of
the top 3 fastest growing channels in the country while on Facebook, its'
managed talent FunkYou grew over 1500x to 7 MILLION fans in one year. Qyuki
prides itself in being a creator focused company with SANAM Band, FunkYou,
Shraddha Sharma, Motorbeam, and Powerdrift being some of the largest digital
brands managed by Qyuki. The Company's Agency business has also executed some
of the largest branded content projects with clients like Coca-Cola, Olx, VW,
Mercedes-Benz, Colgate, Moneycontrol amongst others.
