Mumbai: Parle Products has launched three new TVC’s for Parle Marie. The product consolidates its position as the soul of adda in its latest campaign for the Bengal market.

The campaign is built on the Parle Marie brand’s foundations in the Bengal market.

Designed and executed by Thought Blurb Communications, the three-film campaign addresses a broad demographic of young and old, men and women and are all represented in the films. It spans the width of the populace which has one thing in common. Held by the same social thread that ties and binds all ages & segments of society.

Long before internet chat rooms were in vogue, the Bengali was devouring conversations, ideas and arguments in the form of ‘adda’. Parle Marie biscuits have always been a part of the tea-and-biscuits tradition that accompanies a good adda session. With the new campaign Parle Marie seeks to cement its relationship further.

Parle Products senior category head Mayank Shah said, “In a nation as vast as ours, each region has its own voice, values and ideals. A generic message addressed to the entire country may not always take root. Speaking to each consumer in his individual language, in idioms he understands and in surroundings that he is familiar with, is a far better option. The new campaign is in line with Parle’s belief in regional marketing, speaking in the voice of the local population, using subjects that are deeply relatable, and in a tone that is immediately understood.”

Thought Blurb Communications chief creative office & managing director Vinod Kunj added, “The strategy is as elegant as it is simple. Insert the brand into the social fabric and become part of the consumer’s conversation. Then you can accompany him through his life’s journey with occasional brand reinforcement. Too often, we have to confront the consumer and try to change his preferred brand and habit. But in this case, we are simply building another storey over a home with a strong foundation.”