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Everest relies on simplicity for Parle Gold Star Cookies TVC

The film features Amitabh Bachchan who has been roped in as brand ambassador for the brand

BestMediaInfo Bureau | Delhi | March 28, 2013

Parle Products, India’s largest biscuit, confectionery and snacks maker, has roped in Amitabh Bachchan as the brand ambassador for its new Gold Star Cookies. The recently launched cookies are the company’s latest offering in the premium cookie category and are available across India. Everest Brand Solutions has conceptualised a television campaign for the launch of Gold Star Cookies.

The objective of the communication is to launch and establish Gold Star as a premium cookie with a TVC that subtly professes the superiority of the cookie. After a thorough understanding of the category, product and market, a communication concept that successfully integrates business strategy and creative insight to convey the premiumness of the product was developed.

The TVC reinforces the unique appeal of the product. It is inspired by an everyday slice of life that is laced with subtle humour. The commercial opens with a domestic help serving a tray of Gold Star cookies to Amitabh Bachchan along with his morning cup of tea. As the character (Amitabh Bachchan) bites into the cookie, he realises that it is not the regular one he eats every day. He then gently chides the helper about the cookie, pretending to be infuriated at first and then surprising the already nervous domestic help by asking him to get this new cookie every day! This brings a relief to the helper as he realiaes that his ‘Sir’ has actually taken an instant liking to the delicious cookie.

Shalin Desai, Group Product Manager, Parle Products, said, “Mr Bachchan has a magnificent personality and a strong connect among Indians across age groups. He embodies an exemplary blend of both style and performance, making him the ideal choice to endorse our products. The goodwill and reputation he has built over the last three decades compliments our own, built over the last 80 years. His remarkable appeal which spreads across all sections of people in the country compliments our brand communication."

The TVC stands out for its simplicity of execution. Parle is also coming out with a 360 degree marketing campaign besides the TVC.

Samir Chonkar, ECD, Everest, commented, "We are competing against well established brands. We wanted an endorser who could comment with authority about our brand. Amitabh achchan's magnetic charisma cuts across age groups in India. His remarkable appeal compliments our brand communication.”

Commenting on his association with the brand, Bachchan said, “It gives me an immense pleasure to be associated with the most iconic biscuit company of India. From last 70 years we all have grown up eating Parle’s biscuits and it has always been the most loved brand in the country amongst all age groups. I am thrilled to begin a new journey with Parle’s Gold Star Cookies and take the brand legacy ahead.”

The TVC:

[youtube]http://www.youtube.com/watch?v=yqHmxH4ImJU[/youtube]

Credits:

Client: Parle Products

Client Team: Shalin Desai; Kaizeen Writer, Dy Brand Manager

Agency: Everest Brand Solutions

Creative Team: Rahul Jauhari, NCD; Samir Chonkar, ECD

Account Management: Siddhi Shah, Jay Thaker

Film Director: Nikhil Rao

Production House: Jamic Films

Info@BestMediaInfo.com

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