Mumbai: Parle Products, the manufacturer of biscuits and confectionery has launched three new TVC’s for Parle Marie. Parle Marie consolidates its position as the soul of add a in its latest campaign for the Bengal market.
The latest campaign by Thought Blurb Communications builds on the Parle Marie brand’s foundations in the Bengal market. Extending itself and becoming a part of that proud social tradition that is quintessentially Bengali: the Adda. The three-film campaign addresses a broad demographic of young and old, men and women and are all represented in the films. It spans the width of the populace which has one thing in common. Held by the same social thread that ties and binds all ages and segments of society.
Long before Internet chat rooms were in vogue, the Bengali was devouring conversations, ideas and arguments in the form of ‘adda’. Parle Marie biscuits have always been a part of the tea-and-biscuits tradition that accompanies a good adda session. With the new campaign Parle Marie seeks to cement its relationship further.
Mayank Shah, Senior Category Head, Parle Products weighs in on this subject. “In a nation as vast as ours, each region has its own voice, values and ideals. A generic message addressed to the entire country may not always take root. Speaking to each consumer in his individual language, in idioms he understands and in surroundings that he is familiar with, is a far better option. The new campaign is in line with Parle’s belief in regional marketing, speaking in the voice of the local population, using subjects that are deeply relatable, and in a tone that is immediately understood.”
Vinod Kunj, Chief Creative Officer and MD at Thought Blurb Communications says, “The strategy is as elegant as it is simple. Insert the brand into the social fabric and become part of the consumer’s conversation. Then you can accompany him through his life’s journey with occasional brand reinforcement. Too often, we have to confront the consumer and try to change his preferred brand and habit. But in this case, we are simply building another storey over a home with a strong foundation.”
This is evident in the way the communication has seamlessly explored a part of the local culture without taking anything away from the established brand fundamentals. The messaging stays true to the language, culture and society that it wishes to address. The new campaign manages successfully to make the brand seem part of the consumer’s life and home.
Ad Credits:
Client: Parle Products
Brand: Parle Marie
Senior Category Head: Mayank Shah
Senior Product Manager: Bhavin Panchamia
Deputy Brand Manager: Jay Thaker
Agency: Thought Blurb Communications
Chief Creative Officer: Vinod Kunj
Executive Director: Nidha Luthra
Associate Vice President: Israa Khan
Production House: 30ML Ideas
Executive Producer: Archana Sarkar
Director: Alok Kulkarni
