Top Story

e4m_logo.png

Home >> Marketing >> Article

We are not going anywhere, Parle G slams shutdown rumours

09-August-2016
Font Size   16
We are not going anywhere, Parle G slams shutdown rumours

When the news about the iconic Parle factory in Vile Parle, Mumbai downing shutters spread last week, social media went abuzz with rumours that the brand will no longer be available. The company calmed consumers by way of ads highlighting the point that the closure of the Parle factory at Vile Parle, however, doesn’t mean Parle G won’t be available again as the company now has several factories in states like Rajasthan, Gujarat, Karnataka, Maharashtra and Haryana.

On Monday, Parle G issued full page ads across major national dailies, like Mint, Economic Times, Times of India and others informing the readers that ‘the biscuit is made across numerous factories in India, and in fact, we have been making and will continue to make your favourite Parle G in several manufacturing units spread across.’

Commenting on this, Pravin Kulkarni, GM, Parle Products said, “More than 8 to 10 newspapers have been used, including national, regional and business for the ads. There will be around 2 to 3 insertions per publications. The ad is mainly focussed to target the Northern, Western states and Karnataka, because that is where mainly people have started to believe that production of Parle G will stop altogether. I believe the media has not properly conveyed the news; as a result there is so much of confusion. It is only the Vile Parle factory which has closed down and the rest of the factories are still operational.”

According to reports, the company's owner Vijay Chauhan decided to shut its Vile Parle factory. There was a gradual decline in the production capacity of the local factory since the last few years. In fact, the company even pointed out that at the time of the closure, production at the factory was negligible and it made no commercial sense to keep it running.

Set up in 1929, the factory used to first manufacture just candies and it started making biscuits in 1939. It is one of the leading food players in the country. Apart from Parle-G biscuits, the company’s other famous products are KrackJack, Frooti, Melody, Mango Bite, Monaco, Hide & Seek and Bourbon.

Reacting to this news, on social media, people have expressed their dismay that they will now miss the whiff of the freshly baked biscuits from the area and Vile Parle will no longer be the same without the Parle factory.

Parle G takes to social media:

On social media as well, the brand has been actively trying to push the message that ‘We are not going anywhere’, it is just one unit which has closed down, ‘we have 100+ factories that will bring your favourite Parle G at your doorstep’.  It has also been interacting with the audience, who have written to them, expressing their disappointment that the factory is getting shut.

The brand has also issued an official statement on Facebook informing their loyal fans about the current scenario. Parle G has also been using the hashtag #ParleGIsHereToStay in all their online communications to reiterate the fact that it is here to stay and it is not going anywhere. 

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...