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Parle 20-20’s New Campaign Tickles a Funny Bone To Reward Positive Thinking

August 07,2018  

Parle 20-20s New Campaign Tickles a Funny Bone To Reward Positive Thinking
Parle Products, India’s favourite FMCG brand has launched a new campaign titled, ‘Taste mein 20 out of 20'..............

Chennai, August 2017: Parle Products, India’s favourite FMCG brand has launched a new  campaign titled, ‘Taste mein 20 out of 20’ for its leading cookie brand, Parle 20-20. The campaign is an honest 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 characters that behave positively to unconventional thought process.

Conceptualized  and crafted by Everest Productions , the campaign features five TVCs.  All the five TVCs display an entertaining event involving social situations affecting young adults- A mother encouraging her daughter to dress as she pleases, a father supporting her teenage daughter to travel with boys, a landlord bonding  with a potential tenant from another religion, a modern twist to arranged marriage and a real estate agent supporting a live-in couple looking to rent out 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 baby 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 the young adults. This audience is self-aware and is re-inventing social values to make the world a better place. As we celebrate Parle 20-20’s ten years of existence, 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 " 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”.

Cookies as a category promises indulgences and delight to consumers, thought to be occasion specific snacking. With a 6% annual growth, Parle 20 20 cookies has been successful in making consumption of category occasion independent and more frequent.  Parle 20-20 cookies are available in three variants: Cookies Cashew, Cookies Butte and Cookies Butter-Jeera

The TVC will be released in 11 languages and will be sustained through a digital campaign.

You can view these advertisements, here:

Engagement:https://youtu.be/kZu-FDgqOfo

Short Dress: https://youtu.be/3K2iWDZjJOg

 Biryani: https://youtu.be/Vkc_wV2yMOY

 Bodyguard: https://youtu.be/bA-IL5IuwGk

 Live in couple:https://youtu.be/3w4ZIZGTbQE

 

Credits:

Client

Parle Products Pvt Ltd

Team

 

Mayank Shah, BinayakMitra and Amar Kadam

 

Agency

Everest Brand Solutions

President

DhunjiWadia

 

Chief Creative Office

Rahul Jauhari

Executive Creative Director

Pramod Sharma

Director

VivekDaschaudhary

Production House

Elements

Film Head

Harish Mishra

Business Team

Harish Suvarna

Strategy Team

NavonilChatterjee

 

Creative Team

Pramod Sharma, Samir Chonkar, Rahul Jauhari