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Parle-G is all about ‘Wahi Pahele Wali Baat’

Eight TVCs have been released as part of this campaign, conceptualised by Everest Brand Solutions, reinforcing the nostalgia and fondness associated with the biscuit

BestMediaInfo Bureau | Mumbai | June 17, 2014

parle-TVC Click on the image to watch the TVC.

Parle Products has launched an ad campaign, ‘Wahi Pahele Wali Baat’, for its popular biscuit brand Parle-G. Everest Brand Solutions has made the campaign in a way that it reinforces the nostalgia and fondness associated with the biscuit.

Eight films have been released as part of this campaign. The TVCs are based on regular life scenarios, like choosing a book to read, watching a movie, celebrating festivals, shopping and also while choosing our leaders. The one thing which people realise is that ‘Wahi Pahele Wali Baat’ is missing, reminiscing the good old days we had before. The TVCs convey strongly that while everything around us has changed, Parle-G has retained its original qualities and commitment to consumers.

Samir Chonkar Samir Chonkar

Samir Chonkar, ECD, Everest Brand Solutions, said, “Most Indians have grown up with Parle G. We all have our stories with the brand. We often miss the ‘Pehle wali baat’ in everything. Be it the great leaders from yesteryear or simple stuff like saris and newspaper content, the falling quality levels are clearly noticed. Luckily, there are brands like Parle-G, which have held their ground and delivered consistently on all parameters year after year. In this ever changing world, Parle-G is like an anchor. It’s like a bond which connects us with our legacy; a support system for the present and a reassurance for the future.”

Rahul Jauhari Rahul Jauhari

Rahul Jauhari, NCD, Everest Brand Solutions, added, “The comparison fits in perfectly. While most things lose their charm with time, brands like Parle-G have stood the test of time and won the trust of consumers worldwide.”

Pravin Kulkarni, General Manager, Marketing, Parle Products, commented, “The TVCs capture the simple human tendency to compare the current with the past. The ads have harnessed this simple insight through various life situations and highlight the consistent quality of Parle-G.”

Mayank Shah, Group Product Manager, Parle Products, added, “Research points out that even the idea of the slightest change in Parle-G is strongly resisted by our consumers. Although our packaging has evolved over the years, the core product has remained the same. The ads perfectly symbolise all aspects and state that some things in life, like Parle-G, are always available to provide the same comfort and taste that it did many years back.”

“Parle-G has been the gold standard in biscuits over the years. Quality is at the core of the brand. This is one of the main reasons for the brand’s success over the years. Not many brands connect with the consumers as Parle-G does. With millions of loyal consumers, it has achieved a cult status in the market. Parle-G is truly a people’s brand today,” commented Dhunji Wadia, President, Everest Brand Solutions.

The TVCs:








Client: Parle Products

Agency: Everest Brand Solutions

National Creative Director: Rahul Jauhari

Executive Creative Director: Samir Chonkar

Strategic Planning Director: Ravi Walia

Account Management: Umesh Barve, Jay Thaker

Production House: Caramel Pictures

Film Director: Wishal Gehani

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