YouAreMyParleG New Ad Campaign by Parle, Takes You on an Emotional Rollercoaster

14-Aug-2018

Every Indian television channels and television advertisement are paying tribute to Indian soldiers and commemorate 72nd Independence Day. India’s leading manufacturer of biscuits and confectionery, Parle Products Pvt Ltd is also in the race to pay tribute to Indian soldiers through its television commercial.

Parle Products Pvt Ltd launched its new campaign #YouAreMyParleG around Independence Day, with a digital film depicting the life of an Indian soldier and his family.

This emotional film is inspired by the consumer response to the You are my Parle G television commercials.

Watch Parle G television commercial here:

This is the first film in a series of five digital films that have been inspired by real-life incidents shared by consumers, which is created by Thought Blurb. Parle Products had shortlisted these stories from several entries that Parle Products received on its digital platforms when they launched the TVC in May 2018.

The consumers will be gratified with these films being made based on the best entries received.

Each of the digital films will showcase the importance of meaningful relationships that form an integral part of everyone’s lives but are seldom acknowledged. Parle G forms a vital part of the narrative.

Mayank Shah, category head, Parle Products Pvt Ltd, said, “For the longest time, we always positioned Parle G as a staple, but our consumers changed this perception. An internal consumer survey revealed that consumers believe that Parle G evokes a sense of happiness and nostalgia that is difficult to explain in words.”

“The phenomenal response that #YouAreMyParleG TVCs received also reinstated our confidence about Parle G’s strong emotional recall. This led to the inception of #YouAreMyParleG digital films,” Shah stated.

“The second leg of the campaign, which will be launched around Independence Day, recognises the Indian armed forces for their sacrifices for the greater good. It is a humble tribute from Parle Products recognising the importance of its loyal customers and their strong association with Parle G,” he added.

Speaking about the campaign, Vinod Kunj, managing partner, Thought Blurb, said, “Parle G as a brand appeals to every generation and section of our society. Yet each person perceives the brand in their unique way. Like human relationships, they are not as elementary as love, gratitude, friendship or devotion. They would be reciprocal, layered and multi-faceted in intensity. We may understand these emotions, but we are never fully conscious of them at all times. We focused on the point in a relationship where that realisation dawns. This was the insight with which we initiated the communication.”

He added, “In each film, you’ll see how an action, a few words or an emotion triggers our moment of clarity. The subtext of the relationship becomes clear to the protagonist and them of longing or gratitude. India’s complex and unwavering connection to the brand is equated to this. When the protagonist tells someone, ‘You are my Parle G’, he speaks for India, and its relationship with the brand.”

While the second film will release towards the end of the month, the last three films will release towards next month.

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