Top Story

Home >> Marketing >> Article

Mumbai gets a special reminder to celebrate Valentine’s Day from Parle Kismi

17-February-2018
Font Size   16
Mumbai gets a special reminder to celebrate Valentine’s Day from Parle Kismi

Mumbai, the city of dreams and hopes is constantly bustling with people working hard to make it big. Often, professional goals end up being prioritized above personal goals and relationships get taken for granted. Celebrating special occasions and important days also start seeming like a task in the maximum city, owing to matching one’s partner’s hectic schedules, late working hours, etc. This Valentine’s Day, Parle Products decided to reach out to consumers and change that.

A thoughtful idea to encourage people to enjoy the little moments of life with their loved ones led to a unique campaign where Parle Kismi came together with Mumbai Dabbawalas to send a reminder to working professionals to celebrate Valentine’s Day. The initiative began with Parle’s digital platforms featuring a countdown to Valentine’s Day and each post that counted down the number of days also quirkily suggested a present that people could get their loved ones given the time-frame left.

Finally, on 12th February 2018, over 100,000 working professionals in Mumbai’s suburbs discovered a ‘sweet surprise’ accompanying their lunch box that would inspire them to spend more time with their loved ones on Valentine’s Day. A heart-shaped reminder card attached to Parle Kismi toffees gave them a gentle reminder to express their feelings to their partners, family and close friends, and well in time too, arriving two nights prior to V-Day!

It received a pleasant reaction from the consumers and many were motivated to take some time out to celebrate the season of love.

Tags e4m

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

Guest Column: The CEO of Worldwide Media takes us through the notable trends and exciting developments in the media & entertainment space

Aaj Tak announces a thought provoking brand campaign where the launch platform includes first ever News Roadblock on Aaj Tak Prime Time