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On International Women’s Day, Parle Celebrates Girl Power with ‘Ziddi Chhoriya’

08-March-2018
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On International Women’s Day, Parle Celebrates Girl Power with ‘Ziddi Chhoriya’

On the occasion of International Women’s Day, Parle Products has launched a digital campaign for its iconic brand, Parle-G. Titled ‘Ziddi Chhoriya’, the campaign comprises a short digital film that celebrates the grit, strength and perseverance of women across several walks of life like sports, athletics, corporate, music and fashion. With ‘Ziddi Chhoriya’, Parle aims to reach out to women of today and inspire them to be the best versions of themselves.

The three and a half minute-long digital film features real-life female achievers such as Neha Pardeshi (Indian Women’s Rugby Team Captain), Shefali Shetty (Celebrity Hair Stylist), Sakshi Shitole (Archery Silver Medalist at Asian Games), Nirali Ruparel (Footwear Designer), Solonie Singh Pathania (Ironman Triathlon) and the National Throw ball team. The film showcases their success story with one underlying message - Never give up.

Speaking about the campaign, Mayank Shah, Category Head, Parle Products said, “Parle-G has always been positioned as a brand that has contributed in building the geniuses of tomorrow, who never back down, no matter how much the odds are against them. This International Women’s Day, we wanted to use that thought to specifically salute all our genius women who have striven hard to excel in their respective fields and that is what led to the launch of our digital film. We are positive that much like the emotional sentiment attached to Parle-G, a similar feeling will resonate across the nation once they watch the film”.

Sharing her experience on being part of the feature film, Neha Pardeshi, Indian Women’s Rugby Team Captain said, “I have very fond memories of the brand's biscuit when the entire India Rugby team would bond with each other at training sessions over a cup of tea and Parle-G. When I was approached by Parle to be a part of this film, I was elated as it was exciting to feature in a campaign by the brand as well as be a part of this very relevant message which Parle is sending out. I myself have faced several hardships in my journey getting here, so it thrills me that Parle launched this digital film which will have a massive reach across India, recognizing rock-solid characters”.

Mr. Krishnakant Chikatkar, Producer, Ghungroo Films & Entertainment said, “Parle Products wanted to create a sincere campaign that would inspire women from all walks of life to realize their true potential. Our inspiration came from 2016 Olympics where our women athlete made our country proud and won many medals. The songs, the visuals and real life heroes, portray women in a never seen before avatar and we are positive that this campaign will strike the right chord amongst women and men alike.

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