Parle-G, Taproot Dentsu Launch #YouAreMyParleG Campaign

The campaign is an endeavour to re-establish the meaning and importance that Parle G has had in everybody’s lives over the years

by exchange4media Staff
Published - May 15, 2018 6:02 PM Updated: May 15, 2018 6:02 PM

Parle Products recently launched a heartwarming campaign titled - ‘Who is your Parle G?’ The campaign aims to draw a parallel between Parle G biscuits and the strong but subtle emotion one feels when one gets nostalgic and reminisces about things that they take for granted in their daily lives.

The campaign is an endeavour to re-establish the meaning and importance that Parle G has had in everybody’s lives over the years. The pan India campaign was launched during the Indian Premier League (IPL) 2018 season, of which Parle Products is also an associate sponsor.

Conceptualized by Taproot Dentsu, the campaign will feature five TVCs. The films have a beautiful and emotional take on the daily lives of Indians and the people they take for granted – a roommate missing his old room partner, a student realizing the value of his teacher, an intern acknowledging his superior, a young man living abroad realizing the value of his house-help and an old neighbour reminiscing about the mischievous boy next door who is all grown-up. The strong emotion of taking someone for granted is used as a metaphor for Parle G.

Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu Mumbai, said, “Parle-G is a staple. Quite like our rice and pulses. It is like that one person everyone has in their life who has always been there, albeit on the side-lines. This campaign is a celebration of relationships that we seldom acknowledge but without which life isn’t quite the same. It’s a message that only a brand as iconic as Parle-G can give. Because come to think of it, everyone has eaten one and everyone has a human equivalent. If they just take the time out to think of it, everyone will find they has someone who they can say #YouAreMyParleG to.”

Shashank Lanjekar, Head – Strategic Planning, Taproot Dentsu Mumbai, said, “Parle-G is an extremely familiar and universally loved brand. This position is precious and deserves to be protected and propagated. With the wide choice that is now available among biscuits, the advertising task was to elevate this position of Parle-G in the minds of our consumers. The idea is based on the human tendency to take the familiar for granted. This campaign uses this tendency to point out how invaluable the familiar in our lives is while making a compelling connection with the brand Parle-G.”

Speaking about the campaign, Mayank Shah, Category Head, Parle Products, said, ‘’Over the years, Parle-G was strongly positioned as a staple given that it is associated with health and nutrition. However, a consumer research that we conducted recently revealed that Parle-G has moved beyond being a staple and is now an emotion. Through this campaign, we want to celebrate that emotion and the bond a consumer has with Parle-G by showcasing how there are relations in our life which are never acknowledged but have played a significant role in making us who we are.”


Credits:
Umesh Shrikhande - CEO
Ayesha Ghosh – General Manager
Pallavi Chakravarti – Executive Creative Director
Yogesh Rijhwani – Associate Creative Director
Apoorva Jain – Copy supervisor
Shashank Lanjekar – Head, Strategic Planning
Almas Ahmed – Planning Director
Durvesh Gaikar – Creative Director
Ambalika Sen – Associate Account Director
Ekta Shah – Account Executive


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