MAM

×

×

Parle launches campaign for new Milano range

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/04/27/Parle_Milano_0.jpg?itok=Vfx-OtUQ

MUMBAI: India’s leading biscuits and confectionery manufacturer, Parle Products, which unveiled its premium division ‘Platina’ a year ago, has now taken a step further to strengthen the range’s position in the market.

Identifying the positive reception that the Platina range has received over the past one year from consumers who wish to try premium offerings from the house of Parle, the company has added unique offerings like Mixed Berries Centre Filled Cookies and Hazelnut Centre Filled Cookies to its indulgent Milano range. The addition of new variants to Parle’s most premium chocolate chip cookie offering comes on the back of the love that Platina’s flagship product Milano has enjoyed since its launch in 2006. Parle Products has launched the variants with a focused approach, tying up with select chains to make them available to a targeted audience.

Along with expansion of the Milano range under Parle Platina, the FMCG giant is going all out to augment impact of the announcement by means of two new TVCs featuring celebrity Twinkle Khanna which will go on air this IPL. The television commercials have been filmed with a quirky undertone and communicate that one can never be too diet-conscious to indulge a little in a delicious Milano cookie.

Parle Products category head Mayank Shah says, “Since the launch of the Platina range last May, we have observed a renewed interest among consumers towards Parle’s premium offerings. We have always been innovators across categories and while we were happy that our premium brands were being well received, we also felt the need to bring something refreshingly new to the consumers. Extensive research and understanding of our target audience’s evolving tastes led us to add new variants to the Milano range, which consequently resulted in India’s first cookie with hazelnut filling by an FMCG brand”.

Conceptualised by Taproot Dentsu, the campaign will feature two TVCs which send out a message that a cookie is all about savouring good taste and enjoying a great feeling and not something that is necessarily frivolous. The brand features this as an integral part of the TVC narrative, where Twinkle Khanna breaks the fourth wall and shares her own witty take on fitness-related clichés like having a six-pack or a size zero figure, using Milano packs.

Commenting on her association with Parle for the TVCs, Khanna mentions, “Having grown up on many of Parle’s products which still ring in much nostalgia, I was instantly excited to be a part of this series of TVCs. I identified with the messaging, tone and treatment of the TVCs right from the word go as I personally feel that you need to have a good balance between health and indulgence. Milano’s exotic range comes in variants and these make for the perfect guilty pleasure every once in a while”.

Taproot Dentsu ECD Pallavi Chakravarti said, “In times where balance and perfection are being chased and when indulgence is frowned upon, our task was to carve out a special guilt-free place in the minds of consumers for a rich, delicious cookie like Milano. The idea that followed was to approach it from an individual’s perspective, bringing out the importance of irreverent self-pampering. The fact that Twinkle Khanna personally identified with the messaging, further spurred off the idea for us to also add the element of ‘There’s a me in every Milano’ in the TVCs. Overall, the ads have been shot in a manner to remind people that every now and then, it’s okay to listen to your heart, give in to a craving and bite into that tempting cookie!”.

Since 1929, Parle has grown to become India's leading manufacturer of biscuits and confectionery. An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. It has made it a tradition to deliver both health and taste, with a value-for-money positioning that allows people from all classes and age groups to enjoy Parle products to the fullest.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/21/Colgate-new.jpg?itok=uwdwyc6b
Colgate Dental Cream rises as top brand in BARC week 37 rankings

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 07 September 2019 and 13 September 2019. The data reflects top 10 advertiser and brands across genre on Indian television, including OOH screen, (U+R): 2+, Individuals...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/skin.jpg?itok=4s9Mm1Rf
RSH Global’s brand Joy introduces its new advanced skincare product range ‘Revivify’ to address advanced skin care concerns

MUMBAI: Kolkata-based FMCG giant, RSH Global’s ‘Joy’ announced its latest offering in the skincare product range category, ‘Revivify’. With the new range, RSH Global is addressing the need for brightening and aging issues suitable for its customers across India.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/platinum.jpg?itok=dhhD3sLu
PGI India launches “Men of Platinum” marking the emergence of a new breed of men – Men of Character

MUMBAI: The need for a new definition of masculinity has never been felt more before. In the wake of various narratives through time ranging from archetypes of the alpha male, the provider, the strong & silent one, the ideal husband, the ideal son  to the more recent narratives of the smooth...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/dentsu.jpg?itok=dvhd99en
Dentsu Impact wins creative mandate for V-Mart Fashion

MUMBAI: V-Mart, one of the biggest retail chains of India, has brought on board Dentsu Impact, the creative agency from the house of Dentsu Aegis Network, as its planning and creative agency partner for V-Mart Fashion. With this announcement, V-Mart is poised to enhance its marketing strategy in...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/hritik.jpg?itok=hn7pd9me
Superstar, Hrithik Roshan becomes the ultimate photobomber

MUMBAI: The backbone of the Indian Film Industry is its large, loyal and extremely loving fanbase. The success behind any film, actor or director is credited to the audience that has made them the superstars they are today and has made the Indian film industry one of the biggest and most powerful...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/sohalikhan.jpg?itok=SfcdI2YP
Soha Ali Khan joins ‘House of Pataudi’, as brand ambassador; Stars in new campaign for Durga Puja with brother Saif

MUMBAI: ‘House of Pataudi’, the ethnic wear brand, co-owned by Myntra, Saif Ali Khan and Exceed Entertainment, announces Bollywood actor Soha Ali Khan, as its brand ambassador. Soha will helm all major campaigns across media platforms and is slated to appear in her first campaign for the brand, set...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/amul.jpg?itok=nm7nmNeX
Lodestar UM facilitates unique association between Amul & Cricket South Africa with high visibility during matches

MUMBAI: Lodestar UM (An IPG Mediabrands Company) one of the leading media agencies in India, has brought together India's largest dairy brand, Amul and Cricket South Africa in a unique and innovative partnership. The agency has facilitated a two-pronged media deal for Amul for the on-going Proteas...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/puja.jpg?itok=vMLVHE1n
Pantaloons celebrates Pujo rockstars with new campaign

MUMBAI: Pantaloons, India's leading fast fashion brand from Aditya Birla Fashion and Retail Ltd commemorated the homecoming of Goddess Durga by unveiling its new campaign ‘Hello Pujo Rockstars’. This thematic campaign shows Pantaloons as a progressive brand that walks hand in hand with the go-...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/ganaguly.jpg?itok=6WlA_yHC
Kansai Nerolac announces Shera Para Shera Pujo 2019

MUMBAI: Kansai Nerolac Paints Ltd (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’, announced the fifth edition of its most awaited Pujo activity, Nerolac ‘Shera Para Shera Pujo’ with renowned cricketer Sourav Ganguly. This year, as a first, ‘Shera Para...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories