Parle rolls out new TVCs for its 20-20 Cookies

MUMBAI: Parle has launched a new TV campaign for its 20-20 Cookies.

The objective of the campaign is to build "strong" consumer brand franchise amongst the target by positioning 20-20 cookies as quick snack ?bhook ka anth turant? for today?s generation through advertising, the company said.

The TVCs have been conceptualised and created by Ogilvy & Mather. There are three TVC?s namely office, college and bus. All these three TVCs display an "entertaining" event involving situation affecting young adults. The problem of the "hole in the stomach" is resolved with brand that packs together a hygienic and tasty snack.

Ogilvy & Mather vice president Hirol Gandhi said, "Parle 20-20 cookies by virtue of its format and name naturally fits the quick snack proposition. We have further strengthened it by leveraging what it feels like when we are hungry. On an empty stomach, everyone and everything feels like a hindrance. A quick hunger fix is what resolves the tension. Our campaign demonstrates this, literally."

Parle Products group product manager Mayank Shah added, "The creative brief was shared keeping in mind today?s generation, who prefers everything very quickly. The objective of this TVC was to build strong consumer brand franchise for the brand amongst the target group by positioning 20-20 cookies as an ideal quick snack for today?s generation through effective advertising."

The commercials depict hunger pangs as a hole in the stomach. While the protagonist is aggravated, those around him seem unmindful of his discomfort. In fact they use his hunger to their advantage, even as he is fuming. The highlight throughout the commercials is the use of the hole (which depicts hunger) and its immediate disappearance on consumption of the brand. Cookies as a category promises indulgence and delight to consumers, they are thought to be occasion specific snacking option. Parle 20-20 cookies has been successful in making consumption of category occasion independent and more frequent.

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