Well, there are certain snacks so delicious and tempting, that the one holding a “soul proprietorship” over that one single pack or plate of the item, only ends up without sharing even a miniscule bite of the “luscious” thing with his or her most revered people.

And if any of these “loved ones” even try to make an attempt for that mini “lip smacking bite”, to satiate their taste buds for a while, they only end up with a bandaged hand. Also, if the attempt is further aggravated towards touching the small little pendant that the “soul proprietor” received while purchasing the tasty pack, then the wound is even bigger.

So... BEWARE!!!

Still don’t believe? Well you really need to check out the latest Parle Musst Bites ad.

The film, coming from the house of Everest Brand Solutions, opens outside a Rajasthani royal haveli, where the entire royal family (all the three generations) is posing for a family photo.

The photographer notices that all the members have two things in common… a pendant in their neck and a bandage on their hand.”

Noticing these two basic commonalities between all, the photographer is left baffled.

Suddenly he notices Ramu kaka, the faithful family servant, also sporting a pendant and eating from a pack of Musst Bites. Just as he reaches out his hand for the pendant to check it out, to the horror of the whole family, Ramu kaka bites him hard.

Then suddenly the “advisory voice” from behind very interestingly conveys to all that anyone from Ramu kaka to Mahabali Shaka will bite you if you mess with his or her pendant. However, the “ghostly voice” also suggests that these pendants can be availed, sans any such risk, with a pack of Musst Bites.

Review: Parle Products wanted to create awareness about its "free stylish pendant", now available with every Musst Bites pack. Hence, it partnered with Everest Brand Solutions to launch this new TVC.

Well, the "bite and bandage" story has always been the identity of Parle Musst Bites and since its very inception, the bandage has been extremely instrumental in recognising the brand. Thus, the challenge here was to connect the bandage with the free pendant theory and Ad Pick sternly believes that nothing could have established this “relationship” better than this new ad film.

"Actually, the challenge is to keep the brand property intact whether you are doing a thematic or a promo for the product. Here, in a case of a 'consumer promotion’, we had to lure the target group (youth) with an offering enveloped with the core identity of Musst Bite, which is a 'bite' itself. So I thought of a situation where I can amplify the same possession for a tempting snack, but with a twist this time. The focus shifted to a stylish pendant, free with the product. Also, the idea of the family photograph provides to show a range of ramu kaka`s victim as well as the range of lockets available in the offer”, said Everest Brand Solutions creative director Vipin Dhyani.

Also, believe it or not...the easiest way to reach out to any viewer is through humour (ask any adman if you don't believe Ad Pick)…and Everest Brand Solutions has hit that "H" quotient just right. Watch out for those hilarious expressions on every face that resides within the ad. The glaring looks are definitely worth a big laugh.

Congratulations everyone!!! All the hard work was definitely worth it!!!

Agency: Everest Brand Solutions
Running time: 30 seconds
ITV rating: * * * *