Parle Products launches campaign as tribute to Indian armed forces

MUMBAI: Parle Products, India’s leading manufacturer of biscuits and confectionery launched the new campaign #YouAreMyParleG with a digital film depicting the life of an Indian soldier. The film is a tribute to the Indian armed forces on the occasion of Independence Day from Parle G. The film features an emotional story of a soldier and his family and is inspired by consumer response for You are my Parle G TVCs.

The five series digital films have been inspired by real life incidences shared by consumers. Parle Products have 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 best entries received. Each of the digital films will showcase the importance of meaningful relationships that form an integral part of everyone’s life but are seldom acknowledged. Parle - G forms a vital part of the narrative.

Parle Products Category head Mayank Shah 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”

“The second leg of the campaign 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, Thought Blurb managing partner Vinod Kunj said, “Parle G as a brand appeals to every generation and section of our society. Yet each person perceives the brand in their own 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.

The first film will release around Independence Day, followed by the second film towards the end of the month and three films towards next month.

Latest Reads
Lifebuoy partners Kumbh Mela 2019 to drive healthy habit of handwashing

Lifebuoy has partnered with Kumbh to promote the healthy habit of washing hands before consuming food using the innovative ‘Swasthya Chetna Thalis’. The Thalis come with an etched message of “Kripaya Pehle Sabun se Haath Dhoyein” (Please, first wash your hands using soap).

MAM Marketing MAM
TV eats into ad shares of radio, print in South India: TAM

TAM Media Research - a joint venture between global media research organisations, Nielsen and Kantar has released the very first and one-of-its-kind, comprehensive go-to-market AdEx study for South India. ‘The Southside Story 2018’ shows a sharp increase in the advertising potential in the southern...

MAM Marketing MAM
Ariel India’s campaign - sons #ShareTheLoad garners praise from FB CEO Sheryl Sandberg

The latest film released by Ariel India as part of the #ShareTheLoad movement, which has started a relevant conversation of raising both sons and daughters equally, has garnered over 20 million views already.

MAM Media and Advertising Ad Campaigns
YONO SBI felicitates 20 Under 20 young leaders

YONO SBI, an integrated digital banking platform by State Bank of India launched its recent campaign 20 Under 20 to felicitate young leaders.

MAM Media and Advertising Ad Campaigns
Guest column: Digital campaigns for social change

India’s digital transformation is proceeding at a breakneck pace. As a generation, we are fortunate to be witnessing the unprecedented absorption of digital in our lives. Digital has the power to orient young populations into better thinkers and conscious citizens, and exponentially enhance the...

MAM Media and Advertising Digital Agencies
Joy Personal Care goes heavy on digital media marketing for Revive

Joy Personal Care has always been different in its approach to marketing its products. Its advertisements tell stories that are worth listening to. Be it Bharti Singh’s body-positive ad, or Mouni Roy telling that beauty and brain make a combination not so rare; Joy has been pitch-perfect with its...

MAM Marketing Brands
BKC DIVE joins the 'Gully Boy' frenzy with it's own rendition

Joining the 'Gully Boy' furor is popular 'no fuss' bar BKC Dive!  With a catchy rap, the brand has brought alive the vibe of the venue.

MAM Marketing Brands
MUFTI bags ‘Retailer of the Year’ award at Global Awards for Retail Excellence

Adding yet another title to its roster of accolades, MUFTI – Largest Indian Denim Brand bags the ‘Retailer of the Year’ award in the Fashion and Lifestyle category at Global Awards for Retail Excellence.

MAM Marketing MAM
Fastrack 'moves' hearts with an initiative conceived by Lowe Lintas

One of the most youthful brands in India, Fastrack, has come up with a moving initiative celebrating Valentine’s Day.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories