Mumbai: Parle Products has launched a new high-energy, humour-led campaign for its flagship brand Parle Krackjack, spotlighting the product’s signature sweet-and-salty duality through a series of short-format digital films.
Featuring popular comedians Kiku Sharda and Krushna Abhishek, the campaign brings to life contrasting personalities that mirror the brand’s core proposition—Kiku representing the ‘sweet’ side and Krushna embodying the ‘salty’ edge. Their on-screen chemistry and comic timing form the backbone of the campaign’s narrative.
Departing from traditional long-format advertising, the campaign is structured as a series of snackable, gag-style films built around quick punchlines, visual humour, and playful banter. Each piece is designed to deliver instant engagement while reinforcing the brand message: “Sweet bhi, Salty bhi…!!”
The digital-first approach aligns with evolving consumer behaviour, targeting fast-scrolling audiences seeking quick and entertaining content. With teasers set to roll out shortly, the full campaign will be launched across digital platforms in the coming month.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said, “Krackjack has always enjoyed a distinctive space in consumers’ minds with its unique sweet and salty taste. With this campaign, we are building on that core proposition in a format that aligns with how audiences consume content today, quick, engaging, and entertaining. Our focus is to drive stronger top-of-mind recall by delivering bite-sized, high-impact humour that resonates instantly. By bringing together Kiku and Krushna, we are amplifying the brand’s duality in a way that feels both relatable and memorable, while strengthening Krackjack’s relevance among younger, digital-first consumers.”
Kiku Sharda shared his excitement, saying, “Krackjack has always been a snack I have enjoyed, so being part of this campaign felt very natural. What I really liked is the format, quick, fun, and straight to the point. It captures those light, everyday moments of entertainment that people relate to, much like the ‘sweet’ side I bring into the films.”
Echoing his thoughts, Krushna Abhishek added, “What makes this campaign exciting is the playful banter and the contrast we bring to each film. The ‘salty’ side has a mischievous edge, and that’s something I have had a lot of fun exploring. The short, punchy format makes it even more engaging, and I think audiences will really connect with that energy.”
With this campaign, Parle Krackjack aims to deepen its connect with younger audiences while reinforcing its long-standing positioning as India’s original sweet-and-salty cracker. By combining nostalgia with contemporary, digital-first storytelling, the brand continues to adapt to an increasingly competitive and cluttered media landscape.
Campaign Credits:
Client – Parle Products Private Limited
Brand – Parle Krackjack
Chief Marketing Officer – Mayank Shah
Associate General Manager – Bhavin Panchamia
Deputy Brand Manager – Gaurav Salaria
Production House – ThoughtShop Advt.
Director – Vipin Dhyani
