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Parle G rolls out TVC with ‘Roko Mat Toko Mat’ message

The TVC has been conceptualised by Ogilvy & Mather. This is the second phase of the ‘Kal ke Genius’ campaign

Shachi Tapiawala | Mumbai | January 8, 2013

To cement its market leadership and strengthen its bond with its consumers, particularly the newer generation of parents and children, Parle Products has launched the second phase of its ‘Kal ke Genius’ campaign by rolling out the ‘Roko Mat Toko Mat’ television commercial. The first phase of the campaign had used the digital medium extensively. The creative agency behind the campaign is Ogilvy & Mather.

Through the TVC, Parle G wants parents to realise that their kids could develop their potential for genius if they let them be, if they nurtured their natural curiosity, encouraged the desire to try new things, experiment, learn from their failures and mistakes. The idea behind the communication is to make parents more progressive and not regressive. The core philosophy of the campaign is to let kids explore and learn on their own.

The campaign was launched in two phases. In the first phase there was a teaser which was released on December 39, 2012 across YouTube, Facebook and Twitter. This was followed by releasing the ‘Roko Mat Toko Mat’ TVC around the concept of "Aao Banaye Kal ke Genius". The TVC was launched online on January 2 and went on air from January 4, 2013.

Commenting on the campaign, Mayank Shah, Group Product Manager, Parle Products, said, “Parle G is the world’s largest selling biscuit and synonymous with glucose biscuit in India. It is the quintessential snack and millions of Indians have grown up eating Parle G and it has been a part of Indian homes for over seven decades. The creative idea behind the campaign is that there is no bigger school than childhood; and there is no better teacher than curiosity. By using the digital strategy we aim to reach out to a wider sect of audience which would help create more brand awareness. We are planning to promote our initiative through multi-media. After the digital campaign, we are now promoting it through television.”

“Parle G believes all kids are exceptional and creative but when they grow up they often lose their creative ability, as they journey towards conformity. This happens because we unwittingly make them lose what helps them become exceptional. We rob them of their creativity, of their genius. We do this by ritually discouraging their curiosity, discouraging them from experimenting; stopping them from making mistakes,” Shah explained.

Commenting on the concept of the campaign, Anup Chitnis, ECD, Ogilvy & Mather said, "Taking forward the brand proposition of 'G mane Genius' we though curiosity is a great platform for a genius to grow. Parle G is one of the biggest brands in India and the brand itself differentiates itself from others. This is the first time the brand has used a philosophy to promote itself than merely a proposition. Through this initiative, we wanted the parents to realize to stop forcing their children to learn things they want as learning is the first step of their formative life which eventually leads to being a genius. "

The company has also launched a new website called to engage audiences via Twitter and Facebook.

The TVC:



Agency: Ogilvy & Mather

Creative Team: Anup Chitnis, ECD; Mangesh Someshwar; Rohit Dubey

Account Management: Hirol Gandhi

Management Supervisor: Manas Danait

Account Management: Ashish Arya; Prasidh Dalvi, Asma Shaikh

Planning: Kawal Shoor; Ganapathy Balagopalan

Client: Parle Products

GM - Marketing: Pravin Kulkarnii

Group Product Manager - Mayank Shah

Deputy Brand Manager – Maria Dias

Film Director: Amit Sharma

Production House: Chrome Pictures Producer: Prafull

DOP: Tasaduk

Lyrics: Gulzaar

Music Director: Clinton Cerejo

Singer & VO: Piyush Mishra

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