Parle 20-20 celebrates inclusiveness and progressive thoughts

New campaign gives 'full marks' to those who behave positively through unconventional thought processes

by exchange4media Staff
Published - Jul 14, 2018 10:49 AM Updated: Jul 14, 2018 10:49 AM

Parle Products has launched a new campaign titled, ‘Taste mein 20 out of 20’ for its cookie brand, 20-20. The campaign is an effort from Parle to showcase everyday situations that today’s youth encounter while dealing with redundant traditional norms. It metaphorically connects forward thinking values to 20 -20 cookies by giving ‘full marks’, i.e 20 out of 20 to those who behave positively through unconventional thought processes.
Conceptualized and crafted by Everest Productions, the campaign features five TVCs that involve social situations affecting young adults- A mother encouraging her daughter to dress as she pleases, a father supporting his teenage daughter to travel with boys, a landlord bonding with a potential tenant from another religion, a modern twist to arranged marriages and a real estate agent supporting a live-in couple looking to rent out a house in the city. Parle’s 20-20 cookie features as an integral part of narrative applauding each character that has moved ahead with times and is taking small but significant steps to gradually change orthodox social values.
Speaking about the campaign, Mayank Shah, Category Head, Parle Products, said, ‘’Parle 20-20 cookies was created by Parle Products for young adults. This audience is self-aware and is re-inventing social values to make the world a better place. As we celebrate 10 years of Parle 20-20, we want to appreciate individuals who encounter these young adults and don’t judge them for their choices. We also wanted to build a strong consumer franchise by positioning 20-20 as a brand that supports this new-age thought process which is free of prejudice and extremely inclusive of change.”
Pramod Sharma, Executive Creative Director, Everest Brand Solutions, said, "The brief was to create a narrative for today’s youth by keeping Parle 20-20 core values at heart. We have incorporated both these elements with a humorous twist to showcase a progressive society and positioned Parle 20-20 cookies as a reward to those who adapt to positive change easily. We hope the audience like the TVCs and it makes a good impact towards social change.”
Parle 20-20 cookies are available in three variants: Cookies Cashew, Cookies Butter and Cookies Butter-Jeera.
The TVC will be released in 11 languages and will be sustained through a digital campaign.
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