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Parle Marie is for all circles and hangouts

Parle's new campaign, comprising four TVCs created by Everest, shows why this biscuit fits in with all everyday situations, whatever be one's circle of group

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Parle Marie is for all circles and hangouts

Parle Marie is for all circles and hangouts

Parle's new campaign, comprising four TVCs created by Everest, shows why this biscuit fits in with all everyday situations, whatever be one's circle of group

Sohini Sen | Mumbai | June 24, 2014

Parle-Marie-TVC Click on the image to watch the TVC.

Parle Products has launched their new campaign for their popular Marie biscuit. Created by Everest Brand Solutions, the campaign, comprising four TVCs, shows how no matter what kind of circle one belongs to, Parle Marie fits in with everyone.

The campaign revolves around the idea 'Baatcheet bakbak aur Parle Marie'. It looks at different groups hanging out together. And yet what ties them all together is the packet of Parle Marie.

Pravin Kulkarnii, General Manager – Marketing, Parle Products, said, “Chit-chatting with friends is an integral part of Indian culture. The East zone is a very big market for Parle Marie and the films have been influenced by the Bengali concept of 'adda'. Everyone can relate to this concept of circles because all of us belong to one circle or another, be it college buddies, friends at the gym or those we meet at clubs. Through slice of life situations, Parle Marie aims to connect with these special circles.”

“I seem to have known and have been consuming Parle Marie forever. The four TVCs are simple and straightforward. We have kept the films simple and realistic but at the same time there is brightness in them, not only in the look but also in behaviour. All the scripts had a spark and were interesting. The biggest point, I think, is the atmosphere we have created through all TVCs – circles of different age groups; each circle sits with chai and having Parle Marie while chatting and laughing and is the perky part of every day. Personally, my circle is the school circle which is the Jamshedpur circle. Then the other one is the college circle, having moved from city to city I have many circles,” explained  Imtiaz Ali, Director of the TVCs.

The first TVC features a group of friends chatting in a coffee shop. While they tease each other about the use of cell phones, they have a bite of Parle Marie.

The second TVC shows a group of housewives chatting about someone's mother-in-law. While they gossip, they share a Parle Marie.

The third TVC shows a gang of socialites who are teasing each other in good humour. They are also sharing Parle Marie.

The fourth group is that of college students who are fed up of romantic love. While one of them wants to give up, the others show that they are up for a change. All this while having Parle Marie.

All the TVCs explain that they each make a circle – be it the hi-fi circle, the social circle, etc. For all of them in every situation, 'Apna Choice is Parle Marie' (Our choice is Parle Marie).

Dhunji S. Wadia Dhunji S. Wadia

“We all have our groups, friends brought together by common interests and activities. Be it pulling your friend's leg, gossiping about mothers-in-law or checking out a friend's husband, Parle Marie makes every conversation extremely interesting. Therefore, 'Apna Circle' connects with everyone. The brand films showcase various circles, i.e., a close knit group of people who bond over a pack of Parle Marie. The campaign captures everyday situations in an interesting manner. We wanted a Director who could capture these emotions in the best possible way. We found the perfect man for the job – feature film maker Imtiaz Ali. His films showcase the depth of human emotion with incredible grace and simplicity. He did that for us,” explained Dhunji S Wadia, President, Everest Brand Solutions.

Mayank Shah, Group Product Manager, Parle Products, added, “The campaign captures regular casual situations perfectly. Moments that are spent with a close group of friends should always be fun and relaxed, and our aim was to associate Parle Marie with comfort, amusement and a part of every friend circle.”

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Parle Products (Parle Marie)

Client Team: Pravin Kulkarnii, Mayank Shah, Shruthi Sudevan

Creative Agency: Everest Brand Solutions

Creative Team: Rahul Jauhari (NCD), Pramod Sharma (ECD)

Account Management: Umesh Barve, Jay Thaker

Film Director: Imtiaz Ali

Production House: Magik Lantern Film

Sohini.Sen@bestmediainfo.com

Info@BestMediaInfo.com

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