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O&M creates new Parle-G TVC

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MUMBAI: In an attempt to cement its market leadership and strengthen its bond with the consumers particularly the newer generation of parents and children, Parle-G has launched its new ad campaign.

Titled ?Kal Ka Genius?, the campaign has been created by Ogilvy & Mather. It is targeted at children of 5 to 15 years and their mothers.

The creative idea of the campaign is ?There is no bigger school than childhood; and there is no better teacher than curiosity?.

Parle-G believes all kids are exceptional and creative but when they grow up, they often lose their creative ability as they journey towards conformity. It wants parents to realise that their kids could develop their potential for genius if they let them be, if they nurtured their natural curiosity, encouraged the desire to try new things, experiment, learn from their failures and mistakes. They should realised that kids can learn everywhere and from everything and that school is beyond just books and classrooms, the agency said.

The campaign was launched on the digital medium in two phases, Teaser and Launch Phase. In the first phase there was a teaser which was released across YouTube, Facebook and Twitter.

This was followed by releasing the TVC online. The idea behind the new communication is to make the communication more progressive and not regressive. The core philosophy behind this campaign is to let kids explore and learn their own rather them stopping them.

Produced by Chrome Pictures, the film has been directed by Amit Sharma while Gulzaar is credited for the lyrics of the campaign.

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