Ogilvy & Mather Mumbai has conceptualised the three TVCs by depicting hunger pangs as a hole in the stomach
BestMediaInfo Bureau | Delhi | September 26, 2012
Parle 20-20 Cookies has an irresistible taste of fresh, wholesome butter, showered with crisp, crunchy cashew, and baked to a golden brown crispiness to melt in the mouth. This enticing offering is available in three popular flavours – Butter, Cashew and Kesar Elichi.
Once you open a pack, you can be sure it’s going to be over before you can even say Parle 20-20 cookies ‘Bhook ka anth turant’. This is the insight used by Ogilvy & Mather, Mumbai, for the new TVCs to build a strong consumer brand franchise amongst the TG by positioning Parle 20-20 Cookies as an ideal quick snack for today’s generation. The challenge was to create clutter-breaking communication that would reinforce the quick, no-nonsense benefit of satisfying hunger on the go offered by the brand.
The commercial depicts hunger pangs as a hole in the stomach. While the condition of the protagonist appears aggravated, those around him seem unmindful of his discomfort. In fact, they use his hunger to their advantage even as he is fuming. The highlight throughout the commercial is the use of the hole (which depicts hunger) and its immediate disappearance on consumption of Parle 20-29 cookies. Cookies as a category promises indulgence and delight to consumers, and are seen as an occasion-specific snacking option.
There are three TVCs, namely, Office, College and Bus. All the TVCs display an entertaining event involving situation affecting young adults. Be it the event of travel, office or a typical college premise - the brand is seen coming to the rescue.
Mayank Shah, Group Product Manager, Parle Products, said, "The creative brief was shared keeping in mind today's generation, which prefers everything very quickly. The objective of this TVC was to build a strong consumer brand franchise for the brand amongst the target group by positioning 20-20 cookies as an ideal quick snack for today’s generation through effective advertising."
Hirol Gandhi, Vice-President, Ogilvy & Mather, said, “Parle 20-20 cookies by virtue of its format and name, naturally fits the quick snack proposition. We have further strengthened it by leveraging what it feels like when we are hungry. On an empty stomach, everyone and everything feels like a hindrance. A quick hunger fix is what resolves the tension. Our campaign demonstrates this, literally."
Client: Parle Products
Client team: Mayank Shah, Group Product Manager; Maria Dias, Dy Brand Manager
Agency: Ogilvy & Mather, Mumbai
Creative Team: Anup Chitnis, ECD, South Asia; Santosh Patil, Sr Creative Director; Joejee Manthanam, Satish Haldankar, Ranjit Mhatre
Account Management: Hirol Gandhi, VP; Manas Danait, Ashish Arya, Prasidh Dalvi
Planning Team: Ganapathy Balagopalan, VP
Film Director: Rajesh Krishnan
Production House: Soda Films
Music Director: Amar Manglurkar
DoP: Rajeev Ravi