Parle Biscuits, which recently launched Digestive Marie, has ensured maximum noise around it. Actress Kajol has been roped in as brand ambassador and Everest has created the launch campaign, which is divided in two phases – teaser and launch, of which the latter broke on January 18, 2006. The media is being handled by The Media Edge.
Giving a background on the campaign, Vijay Lalwani, Creative Director, Everest, who along with Makrand Patil, ACD, Everest, was responsible for the campaign, said, “A key aspect of the product is that it is a first in its category. There are various Marie products in the market, but this is digestive Marie. Not only did we need to inform the consumer on that, but it was clear that this cannot be an additional biscuit at tea time, but the alternative one. The objective of the campaign, while announcing the launch, was to deliver on both these counts.”
The campaign has generously used the theme ‘Anti-Marie Bureau’. The teaser is all about the ad protagonist Kajol treating consumption of Marie as a crime, stating, ‘Sadharan Marie Khaana Band Karo’.
“The idea germinated when we were discussing the product qualities,” divulged Lalwani, “The point was that this isn’t just a simple Marie but has qualities like five times the fibre, low calories and hence, outright better than any other product that comes close to this in the category. We thought it is so healthy, it is criminal not to consume this biscuit and that is where we took it from.”
Explaining more on the reason of why a teaser prior to the launch, he said, “Everything was right for us on this campaign – the product has unbeatable qualities and the brand ambassador gave a combination of novelty and popularity – we wanted to capitalise on that. We wanted to be able to utilise the personality of the celebrity rather than just use her presence. With a teaser, that has Kajol in it, the curiosity around the product would be high and the interest would be retained with the product we brought to the table.”
There are two teaser TVCs created in addition to the 60-second launch TVC. The smaller versions of the launch ad have also been designed to be independent in themselves, capturing the product qualities. The campaign has been created across mediums – TV, print and outdoor. In addition to this, much has been done for point-of-purchase as well and a degree of SMS activity has also been undertaken. Lalwani informed that the ‘Anti-Marie Bureau’ theme has been integrated across mediums.
Speaking more on the communication messages, he said, “There was a need to inform the consumer about the qualities of this product and we have not shied away from incorporating this in the ad. At the same time, we have tried to say, switch the habit and get on to the new Marie.”
The tag line in the launch ad is ‘Yahi Marie, Sahi Marie’ – “It promotes the whole thought that this is the correct biscuit to eat,” said Lalwani. A point that he is quick to point is that the ad doesn’t take any “pot shots” on any of the existent products. “There was no need. We are trying to speak of a differentiated product. Even the simple Marie that we show in the ads is labelled ‘Sadharan Marie’.”
The experience for Everest with this campaign has been a memorable one. “Doing two teaser ads and a 60 min commercial is serious luxury for any creative person. We have worked very closely with the client for everything and despite that, there was enough creative freedom they gave to us. Most importantly, they had the vision to understand the idea right from the beginning.”
The Anti-Marie campaign already enjoys high visibility and is expected to maintain the decibel level for a few more weeks.