Mumbai: Parle Products has appointed internet personality Orry as the face of its iconic cracker biscuit brand Parle Monaco for its latest campaign, ‘Sada Salty Raho’. The new campaign reimagines Monaco’s signature salty identity for Gen Z, drawing parallels between the brand’s distinctive flavour and the younger generation’s bold, unapologetic approach to self-expression.
At the heart of the campaign is the ‘Salty Public Party’, where Orry embodies the confidence, wit and individuality associated with today’s youth. Through humour, contemporary cultural references and creator-led storytelling, the campaign encourages young consumers to embrace their quirks, speak their mind and celebrate their authentic selves.
For decades, Monaco has been a staple in Indian households, inspiring everything from simple cheese-topped crackers to elaborate homemade snack recipes. With ‘Sada Salty Raho’, the brand seeks to strengthen its connect with a younger audience while building on its long-standing legacy.
The campaign is based on the insight that, much like Monaco’s unmistakable salty taste, Gen Z prefers authenticity over pretence. Rather than conforming to expectations, the campaign celebrates a generation that values individuality, experimentation and confidence.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said, “Monaco has always stood apart with its distinctive salty taste and has been part of countless snacking moments across generations. With ‘Sada Salty Raho’, we’ve reimagined this iconic identity for a new generation that values authenticity, self-expression, and individuality. Orry perfectly embodies this spirit, making him a natural partner for the brand. Through this campaign, we aim to build a stronger cultural connect with Gen Z while reinforcing Monaco’s unique personality in a fresh and contemporary way.”
Conceptualised around the idea of celebrating authenticity over conformity, the campaign positions Monaco as more than just a snack, presenting it as a symbol of self-expression for a generation that refuses to dilute its personality to fit in. Through relatable storytelling and a social-first creative approach, ‘Sada Salty Raho’ encourages consumers to wear their “salty” attitude with confidence while reinforcing Monaco’s distinctive brand identity.
With the latest campaign, Parle Products continues to evolve Monaco’s communication for younger audiences by blending celebrity appeal, internet culture and humour, while staying rooted in the brand’s iconic salty positioning that has resonated with consumers across generations.
Campaign Credits:
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Client – Parle Products Private Limited
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Brand – Monaco
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Chief Marketing Officer – Mayank Pravinchandra Shah
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Sr. Category Lead – Archit Goel
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Deputy Brand Lead – Priyanka Kulkarni
