Advertisment

Parle launches new campaign for Parle Wafers

Creates three TVCs repositioning the brand to connect with the youth of today; watch the TVCs here.

author-image
BestMediaInfo Bureau
New Update
Parle launches new campaign for Parle Wafers

Parle launches new campaign for Parle Wafers

Creates three TVCs repositioning the brand to connect with the youth of today; watch the TVCs here.

Neha S | Delhi | May 18, 2011

publive-imageIndia's leading confectionary brand Parle has recently launched a campaign to reposition its Parle Wafers to connect it with the youth of today, someone who is stylish and wants to flaunt himself. The campaign consisting 3 TVCs is conceptualized by Grey India.

Launched during the ongoing IPL season, the films target to bring out the relation between cricket and superstition with the use of Parle Wafer.

Parle Wafers initially launched as 'Musst Chips' April'08 in Maharashtra which then extended nationally in a phased manner saw dwindling sales due to many factors. It was seen that the brand was liked mainly by people (esp. housewives), who only look for more quantity at a lesser price and had no connection with the youth. Parle Products for this particular reason replaced 'Musst Chips' with 'Parle Wafers' bringing a younger appeal to it.

Working on the brief, the major challenge in front of the agency was to create clutter breaking communication for the consumers and register the new brand identity in their minds. Another challenge is that IPL is a crowded place to advertise, so the communication should stand out in the crowd to grab the consumer's attention.

Cricket is a religion in India and when it comes to religion, superstitions are bound to be present. It's not a domain of spectators but players too follow certain superstitions to make their team win. Sport personalities like Sachin Tendulkar, Steve Waugh, and Phil Simmons etc. are well known in the cricketing world for their superstitions along with Amitabh Bachchan and some other well known faces. Since today's youth follows these trend setters, Parle took this insight and coined the line “Parle Wafers khaaneka - match jeetaneka, aapka kya hai funda” for the launch of Parle Wafers.

In the three TVC's – Stretch, Slap and Head, Parle has tried to bring out this superstitious phenomenon related to cricket fans

The TVC Stretch shows a guy watching the game and eating Parle Wafers. He has a Parle Wafer and then stretches, as soon as he stretches a four is hit, which gets him all excited and superstitious so every time before a bowl is bowled he quickly eats a wafer and goes back to his stretching.

The TVC Slap shows a young couple watching the match together and eating Parle Wafers. When the boy tries taking a Wafer from the girl's packet, she slaps his hand to stop him from doing that and a wicket falls. The boy gets excited and superstitious, so every time before a ball is bowled he asks the girl to slap his hands so that a wicket falls.

The TVC Head shows a group of friends sitting together and watching the match and eating Parle Wafers. Three friends are sitting on the couch and one friend is sitting on the floor and watching the match. So the friends sitting on the couch put Wafers on the guy who is sitting on the floor, as soon as that happens a 6 is hit. They all get excited and superstitious, so before a ball is bowled they continue putting chips on his head.

Credits:

Creative:

ECDs – Rohit Malkani & Karan Rawat

Creative Directors – Bhavesh Kosambia & Aarati Kakkad

Copy Writer – Arun Ganesh

Client: Parle Products Pvt Ltd

Group Product Manager - B. Krishna. Rao

Deputy Brand Manager - Asha Mathew

Film Director: Vivek Kakkad

Production House: Curious Films

DOP: Tasaduq Hussein

Music Director: Sammeeruddin

Neha@BestMediaInfo.com

Info@BestMediaInfo.com

Advertisment