Qyuki partners with Emotionalfulls to recreate the magical experience of the 90's with ' Woh Din'


MUMBAI: Parle G, a household brand for decades revisits the magical era of 90's with 'Woh Din'. This five-part web series is a reminiscence of the simplicity of the days gone by, one that was marked by our love for cricket, movies and household biscuit, Parle G.

Woh Din is the story of a nine-year-old boy named Babu and his best friend Shreedhar growing up in the small town of India. The series sketches the joys of childhood beautifully with an endearing story line and in the process, integrates Parle G into it effortlessly; so much so that it goes on to become a third character in the show.

Each of us have had our brush with Parle G at some point while growing up. The coming together of Woh Din and Parle-G is the pathway that leads backs to warm anecdotes, so vivid in our minds, yet never to return. Each 20-minute long episode chalks the ethos of the era, just as we have lived them.

Qyuki brand solutions head Juhi Mehta shares, “The growing appetite for web series makes the foray into the digital space as a natural progression for any brand. However, Parle G deviates from the pop culture identify so heavily present in the digital forum. Qyuki Digital Media helped provide the much required ‘’away from the norm’’ experience. Woh Din serves as the perfect brand solution simply because it is a story about growing up in the 90’s, the decade so widely popularized by the brand over the years. The sheer magic of family and familiarity, the cultural shocks with new beginnings, almost everything that a kid in the 90’s has experienced, has been dished out in an all-new manner. You can call it Qyuki’s latest attempt at redefining pop culture! ”

Biscuits Category head Mayank Shah says, “With young consumers consuming media across multiple screens beyond TV, our goal was to produce engaging content that captures emotional moments and how the brand was part our growing up years. With growing appetite for web series among youngsters, it is a natural progression for any brand. Qyuki’s ‘Woh Din’ serves as the perfect brand solution simply because it is a story about growing up in the 90’s, an era so widely captured by the brand and its ethos. We’ve all had our share of Parle-G and with time, it has acquired a taste of nostalgia within us.

Sandeep Jha co-founder EmotionFulls added “The idea to recreate the 90's has been an ongoing desire for long. Having grown up in that era, we wanted the new generation to know what it was like back then. More importantly, we wanted to provide our generation something to reminisce about. What better brand than 'Parle-G' to partner with, one that has witnessed it all while being an important part of our childhood”.

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