Mumbai : The second leg of the #YouAreMyParleG campaign is back with three heart-warming films by thought blurb. The brand is one of the oldest in India and appeals to every demographic in the country, transcending age and socio-economic divides. Parle-G biscuits are as inseparable from the Indian consciousness as some human relationships. This variety of human relationships would need different interpretations that can be related to the viewer’s deep bond with the brand.
Parle wanted to talk about this very bond Indians have with Parle-G through human relationship and so came the campaign ‘You Are My Parle-G’.. thought blurb, the creative agency behind the campaign was given this challenge. Mayank Shah, Senior Category Head at Parle Products gave the agency a clear one-line brief – ‘Parle-G is not just a brand, it’s an emotion.’
The first phase of this campaign was launched in the month of August with two films that celebrated relationships we often forget to acknowledge, but without which, life isn’t quite the same. The first film was a long overdue salute to the unsung hero of the nation, the soldier while the second film captured the unbreakable bond between a brother and sister who can’t stand each other yet can’t stay apart. Needless to say, both films received an overwhelming response and went viral.
Followed by the success of the first phase of the campaign, Parle launched the second phase in December with three films that told stories of everyday relationships and focused on that one person everyone has in their life who has always been there for us. They are such an important part of our life that we take them for granted, just as we take our breath for granted.
These films take us through the inevitable, deep-settled familiarity between a husband and wife, the intense bond between a mother and son that never fades with time or new family members and the endearing, eternal bond between a father and daughter. In each film, an action, a few words, or an emotion triggers the moment of clarity. The subtext of the relationship becomes clear to the protagonist and they understand how indispensable the other person is to their life. India’s complex and unwavering connection to Parle-G is equated to this. When the protagonist tells someone ‘You are my Parle G,’ he speaks for India and its relationship with the brand.
One of the astounding facts about this campaign is that it became viral through WhatsApp, Facebook, LinkedIn and other channels, organically much before putting any media money behind it. This is a good example of a client working closely with the agency, thought blurb to create video content for a brand, that narrates a story so powerfully that it makes for compelling viewing. After all, even in the digital age, the source code for every engaging content continues to be consumer stories.
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