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Parle’s Wafers asks ‘What’s your funda’

In the two TVCs conceptualised by Everest Brand Solutions, the protagonists discover their superstition or lucky charm while eating their favourite Parle’s Wafers

BestMediaInfo Bureau |Delhi | July 26, 2012

Parle launchged its wafers under the brand name Musst Chips in April 2008. In July 2010, the brand was relaunched as Parle’s Wafers to bring a younger appeal to the product and build on the equity of Parle. During 2011, a campaign was launched with a theme built around cricket. This time around, the major challenge was to create clutter-breaking communication and reinforce the ‘Parle’s Wafers khaane kaa funda’ concept in the consumer’s mind based on the proposition that when they have Parle’s Wafers, something good happens to them, and hence it becomes their ‘funda’ for consuming Parle’s Wafers.

The two TVCs, named Facebook Funda and Jhappi Funda, reinforce this funda. Since social networking sites, especially Facebook, have become extremely popular today, the youth connects very well with it. Keeping in mind the target audience, Parle came up with the Facebook funda for their new TVC, with the belief that it leads to a favourable outcome each time you bite Parle’s Wafers, so that youngsters can relate well with it.

In the TVC, we see a nerd surfing the net in the middle of the night. He picks up a Parle’s Wafers Classic salted wafer from the pack and a hot girl’s friend request pops up. He is very happy. He picks up another wafer and receives one more similar friend request. The boy is amazed and sees a connection here as he realises as what is happening. He picks another wafer and the happiness continues. The TVC ends by asking, “This is the FB funda, Parle’s Wafers khaneka. What’s your funda?”

In the Jhappi Funda TVC, we see a young couple hanging out on their first date on a park bench. They look conscious and it’s kind of an awkward situation. Just then, the boy eats a Parle’s Wafer, and out of nowhere lightning strikes. The girl gets very scared, and hugs the boy involuntarily. The couple is surprised, and wonders as to ‘what just happened’. The boy has another wafer, and the same thing happens all over again. Now the boy realises the connection, smiles mischievously, and takes another bite. The TVC ends by asking the same question.

Krishna Rao, Group Product Manager, Parle Products, said, “The objective was to carry forward the Parle’s Wafers message of ‘Parle’s Wafers khaane kaa, match jeetaane ka, aapka kya hai funda’ to occasions beyond cricket – to other aspects of its TG’s life.  The campaign also aimed to capture the imagination and to connect more with younger audiences.” Rao picks out the Jhappi Funda as his personal favourite.

Samir Chonkar, Executive Creative Director, Everest Brand Solutions, explained, “The intent was to engage consumers with a simple yet entertaining and witty film around the brand idea to reinforce the brand in the consumers’ minds. This task was executed by the medium of two witty films – ‘FB funda’ and ‘Jhappi Funda’. The TVCs are based on the simple insight of superstition, and how Parle’s Wafers turns out to be the lucky charm for the two young boys.”

The campaign will run for six weeks, and will be using TV, print and online media in the ratio of 60, 20 and 20 per cent, respectively.

The TVC:

[youtube]http://www.youtube.com/watch?v=rdpReG4wvEo[/youtube]

Credits:

Client: Parle Products

Agency: Everest Brand Solutions, Mumbai

Creative Team: Pramod Sharma, Samir Chonkar, Rahul Jauhari

Account Servicing: Siddhi Shah, Ravi Walia

Film Director: Ram

Production house: Nirvana Films

DOP: Mohanan

Info@BestMediaInfo.com

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