Grey Worldwide helps the brand make a noise after four years; watch the TVCs here.
Neha Saraiya | Delhi | August 10, 2011
Here comes the pondering question back in light again: Melody itni chocolaty kyun hai? After a lull of almost four years, the popular toffee brand from the house of Parle has come up with two new commercials.
Titled as "Alien” & "Chudail" the TVCs are created by Grey Worldwide. The first ad depicts the discovery of aliens on another planet by a scientist, trying to break the code. But unable to decode, the chaiwala present in the lab, finally cracks it and voices the same question.
In the second TVC a tantrik attempts to free a possessed body by a spirit and commands to ask her last birth query. To which, the spirit (chudail) asks the same question.
Continuing with its trends of crisp and whacky tone of the commercials, this time the biggest challenge for the brand was to re-establish itself among the herd of aggressive marketing products pushed by Perfetti, HLL, Nestle India and Candico et al. Thus the primo motto of the campaign is not only to reposition Melody in the confectioneries market, but also to connect itself with the youth of today. Thus priced at Re.1, the chocolate cum toffee is targeted to a wide consumer segment ranging from youth to family groups.
Shot at Mumbai, each of the TVC has a spot of 25 seconds on air.
The confectionery market in India is divided into four sub categories- chocolate, sugar, gum and cereal bars. And last year, the confectionary market in India stood at worth Rs. 4,500 crore in size.
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