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MARKETING

Parle Products to commemorate Independence Day with #YouAreMyParleG TVC
Tuesday, 14 August, 2018, 08 : 00 AM [IST]
Our Bureau, Mumbai
Parle Products Pvt Ltd, India’s leading manufacturer of biscuits and confectionery, will launch the next leg of #YouAreMyParleG campaign around Independence Day, with a digital film depicting the life of an Indian soldier and his family. The emotional film is inspired by the consumer response to the You are my Parle G television commercials (TVCs).

Created by Thought Blurb, it is the first in a series of five digital films the have been inspired by real-life incidents shared by consumers. Parle Products have shortlisted these stories from several entries that Parle Products received on its digital platforms when they launched the TVC in May 2018.

The consumers will be gratified with these films being made based on the best entries received.

Each of the digital films will showcase the importance of meaningful relationships that form an integral part of everyone’s lives, but are seldom acknowledged. Parle G forms a vital part of the narrative.

Mayank Shah, category head, Parle Products Pvt Ltd, said, “For the longest time, we always positioned Parle G as a staple but our consumers changed this perception.”

“An internal consumer survey revealed that consumers believe that Parle G evokes a sense of happiness and nostalgia that is difficult to explain in words,” he added.

“The phenomenal response that #YouAreMyParleG TVCs received also reinstated our confidence about Parle G’s strong emotional recall. This led to the inception of #YouAreMyParleG digital films,” Shah stated.
“The second leg of the campaign, which will be launched around Independence Day, recognises the Indian armed forces for their sacrifices for the greater good. It is a humble tribute from Parle Products recognising the importance of its loyal customers and their strong association with Parle G,” he added.

Speaking about the campaign, Vinod Kunj, managing partner, Thought Blurb, said, “Parle G as a brand appeals to every generation and section of our society. Yet each person perceives the brand in their own unique way.”

“Like human relationships, they are not as elementary as love, gratitude, friendship or devotion. They would be reciprocal, layered and multi-faceted in intensity,” he added.

“We may understand these emotions, but we are never fully conscious of them at all times. We focused on the point in a relationship where that realisation dawns. This was the insight with which we initiated the communication,” Kunj said.

He added, “In each film you’ll see how an action, a few words or an emotion triggers our moment of clarity. The subtext of the relationship becomes clear to the protagonist and they of longing or gratitude.”

“India’s complex and unwavering connection to the brand is equated to this. When the protagonist tells someone, ‘You are my Parle G’, he speaks for India, and its relationship with the brand,” Kunj said.

While the second film will release towards the end of the month, the last three films will release towards next month.
 
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