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IndustryBriefing Qyuki partners with EmotionalFulls to recreate the magic of the 90’s

Qyuki partners with EmotionalFulls to recreate the magic of the 90’s

Author | exchange4media News Service | Friday, Dec 23,2016 7:03 PM

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Qyuki partners with EmotionalFulls to recreate the magic of the 90’s

Qyuki has partnered with EmotionalFulls to recreate the magical experience of the 90's, presented by Parle-G in association with Mango Bite.

Parle-G, a household brand for decades, revisits the magical era of the 90's with ‘Woh Din’. This five-part web series reminisces the simplicity of the days gone by that were marked by a love for cricket, movies and Parle-G, the household biscuit.

Woh Din is the story of a nine-year-old boy named Babu and his best friend Shreedhar growing up in a small town of India. The series sketches the joys of childhood beautifully with an endearing storyline, and in the process, integrates Parle-G into it effortlessly, so much so that it goes on to become a third character in the show.

Each of us has had our brush with Parle-G at some point while growing up. The coming together of Woh Din and Parle-G is the pathway that leads back to warm anecdotes—so vivid in our minds, yet never to return. Each 20-minute-long episode chalks out the ethos of the era, just the way we have lived it.

Juhi Mehta, Head of Brand Solutions, Qyuki, shares, “The growing appetite for web series makes the foray into digital space a natural progression for any brand. However, Parle-G deviates from the pop culture identity so heavily present in the digital forum. Qyuki Digital Media helped provide the much required ‘away from the norm’ experience. Woh Din serves as the perfect brand solution simply because it is a story about growing up in the 90’s—a decade widely popularized by the brand over the years. The sheer magic of family and familiarity, the cultural shocks with new beginnings, almost everything that a kid in the 90’s has experienced has been dished out in an all-new manner. You can call it Qyuki’s latest attempt at redefining pop culture.”

Mayank Shah, Head, Biscuits Category, says, “With young consumers consuming media across multiple screens beyond TV, our goal was to produce engaging content that captures emotional moments and how the brand was a part of our growing-up years. With a growing appetite for web series among youngsters, it is a natural progression for any brand. We’ve all had our share of Parle-G and with time, it has acquired a taste of nostalgia within us.”

Sandeep Jha, Co-founder, EmotionalFulls, adds, “The idea to recreate the 90's has been an ongoing desire for a long time. Having grown up in that era, we wanted the new generation to know what it was like back then. More importantly, we wanted to provide our generation with something to reminisce about. What better brand than Parle-G to partner with, one that has witnessed it all while being an important part of our childhood.”

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