The 80-year-old biscuit, and a household item for many while growing up, Parle-G is bringing its focus towards millennials.
Advertising agency Dentsu Taproot has come about with an emotional campaign keeping the brand in focus and the tagline being ‘You’re my Parle-G’. The campaign was launched all over India during the Indian Premier League 2018.
The main characters in the ad are shown remembering how parle-G played an important role while growing up and that it is not just a packet of biscuits but a part of their growing up.
As per exchange4media, Mayank Shah, Category head of Parle Products, “Our consumer research said that for the consumers Parle-G is more than just a consumption habit. Rather it has a deeper emotional connection with the brand which became the genesis of the campaign. we want to celebrate that emotion and the bond a consumer has with Parle-G by showcasing how there are relations in our life which are never acknowledged but have played a significant role in making us who we are.”
Shashkan Lanjekar, Head of Strategic Planning at taproot Dentsu said, “Parle-G is an extremely familiar and universally loved the brand. This position is precious and deserves to be protected and propagated. With the wide choice that is now available among biscuits, the advertising task was to elevate this position of Parle-G in the minds of our consumers. The idea is based on the human tendency to take the familiar for granted. This campaign uses this tendency to point out how invaluable the familiar in our lives is while making a compelling connection with the brand Parle-G.”
This attempt to connect with millennials and instil emotions between the brand and its consumers is sweet while bringing back memories associated with the brand.