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Monaco campaigns with nine 5seconders to say ‘Anytime is Monaco time’

The campaign has been conceptualised by Everest Brand Solutions. The nine TVCs highlight instances in a person’s daily life, each portraying in 5 seconds how ‘Anytime is Monaco time’

BestMediaInfo Bureau | Mumbai | September 13, 2013

Parle’s Monaco with its versatile light-salty-crunchy taste suited to any palate has become positioned as a salty biscuit-cum-snack in the Indian audience’s mind.  This much loved brand is associated with plain munching anytime, a tea biscuit and easy topping base or dip accompaniment for that intimate gathering.

Drawing from and extending this consumer behavior association, Monaco has come up with nine TVCs highlighting touching instances in a person’s daily life that he/she goes through. Each portrays in 5 seconds how ‘Anytime is Monaco time’. The campaign has been conceptualised by Everest Brand Solutions.

One TVC shows a couple sitting together at the tea table with the husband busy with the newspaper. As the wife pours tea, the husband says ‘Tea?’, the wife responds ‘Monaco!’. And they both take generous bites of the biscuit.

Another TVC shows a gathering of youngsters bonding over drinks and more. As one of the lady friends serves a platter of Monaco with toppings of corn, paneer, etc., one of the guys asks ‘Party?’ to which the other replies, ‘Un-huh Monaco!’ Another TVC shows people at a bus stop. As a youngster checks out his watch with a packet of the biscuits in his hand, the voiceover says, ‘Waiting?’ The boy takes a munch and proclaims ‘Monaco’.

One of the 5-seconders has a young couple with the guy at the wheel driving through lush green trees. As the voiceover asks ‘Outing?’, the girl takes a crunchy bite and says ‘Monaco’. Another TVC shows a group of young ladies, chilling, seated in the living room over drinks and a platter of Monaco with assorted toppings. As the voiceover asks ‘Kitty Party?’, one of them smiles, shrugs and says ‘Monaco’.

Among the other TVCs, one shows a mom packing a Lunch-box with a cheese-tomato Monaco sandwich with the little boy all dressed for school, excited; kids at Play topping a Monaco with jelly and coloured sweets; a young couple watching TV together enjoying a dip with Monaco; and youngsters at College having tea in the Indian chai-glass at the canteen sharing Monaco.

While the primary TG is 25-45 years female, Monaco aims to delight the whole family.

“Monaco is a brand that is consumed across SECs. The product nature is versatile in use and appeals to a cross-section of taste buds and is versatile in use. It can be consumed along with tea, as toppings or with dips. Today’s lifestyle induces them to munch on the move with hours spent out of home. We wanted to use the mass appeal of the brand and put together a collage of daily life instances where Monaco can be used,” explained Pravin Kulkarni, GM - Marketing, Parle Products.

“Monaco is consumed as a biscuit as well as a snack. The thin and crusty baking and its smooth taste give it the advantage of this position over any competitive product. We wanted to portray the numerous moments and situation where Monaco is already being used or could become a choice. The TVCs drive people in a series of individual moments paced throughout the day to experience the magic of Monaco in bite size portions,” added Shalin Desai, Group Product Manager, Parle Products.

Mohit Joshi, Managing Director, Havas Media India, commented, “We adopted the strategy of using high frequency over reach in shows and genres of target audience appeal to bring Monaco across as part of an ordinary day, making it an essential choice in these trigger moments. The repetitiveness of the 5seconders draws the triggers into long-term memory giving another reason for Monaco time. Frequency being achieved, reach was also delivered garnering relevant GRPs.”

“5seconds is a tough concept. It is incredibly short to view, so the communication needed to be crisp and connect instantly, else it can get lost. Nine TVCs in a similar vein, yet differentiated, take a lot of ideating, messaging and brand connect. Each TVC spells out in a fun manner the product, use, audience and message,” said Dhunji S Wadia, President, Everest Brand Solutions.

The TVCs:

[youtube]http://www.youtube.com/watch?v=lv0xnWUIB7I[/youtube]

[youtube]http://www.youtube.com/watch?v=bNgOxRIx36E[/youtube]

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

[youtube]http://www.youtube.com/watch?v=v84DrDSH288[/youtube]

[youtube]http://www.youtube.com/watch?v=BbOqmmpR010[/youtube]

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

[youtube]http://www.youtube.com/watch?v=Vz5oO_ftibQ[/youtube]

[youtube]http://www.youtube.com/watch?v=YKdEb82vDGU[/youtube]

[youtube]http://www.youtube.com/watch?v=mqygsG3UvVo[/youtube]

Info@BestMediaInfo.com

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