Bachchan charmed by 'kacche aam ka xerox'

New campaign by Everest Brand Solutions for Parle Kaccha Mango Bite strikes a nostalgic tone and targets adults

Sohini Sen | Mumbai | January 6, 2014

Click on the image to watch the TVC.

Parle Products has brought out yet another campaign featuring brand ambassador Amitabh Bhachchan for their candy 'Kachha Mango Bite'. Conceptualised by Everest, the campaign takes the help of a humorous instance to drive home the point that Parle Kaccha Mango Bite is indeed as good as the real thing. Therefore, it can be called 'Kacche aam ka xerox'.

The taste of raw mango is perhaps something everyone is familiar with. While candies are looked at as something only children would enjoy, Parle has tried to target adults by containing the taste of raw mango in a candy. By using an enigmatic persona like Amitabh Bachchan, Parle has made sure that it is seen as something that both young and adults can enjoy.

Shalin Desai, Group Product Manager, Parle Products, said, “Kaccha Mango is popular for its flavour and is well established amongst our target audience. The tantalising 'khatta-meetha' taste of raw mango is a favourite amongst children as well as adults. 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 complement our own built over the last eight decades. His remarkable appeal which spreads across all sections of people in the country complements our brand communication."

The TVC opens with Amitabh Bachchan noticing a mango tree which has some raw mangoes hanging from it. Remembering his childhood days, he throws a stone to get some mangoes but unfortunately breaks a window instead! When the lady of the house comes charging out, she is pleasantly surprised to see Bachchan there. Upon hearing the reason, she asks her son to quickly get some 'raw mango xerox'. The kid brings a few Kaccha Mango Bite candies which Bachchan finds to be as good as the real thing.

Bachchan said, “Parle has always been the most loved brand in the country amongst all age groups and we have a nostalgic connection with the brand. I am thrilled to be a part of Parle's new campaign.”

"Parle Kaccha Mango Bite is an iconic product and it has been doing well in the market. We haven't done a fresh campaign for it in some years. But when they roped in Mr Bachchan for this, we decided to do something which would be unlike an endorsement campaign. The idea was to make sure that the candy is liked by all – young and old – just like Mr Bachchan is popular with everyone. Thus the match was perfect. And with his natural instinct, he just put a new energy behind the brand," commented Samir Chonkar, ECD, Everest Brand Solutions.

The campaign is already on air. However, it will soon be extended to print, outdoor and digital with the same creative thought.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Brand: Parle Kaccha Mango Bite

Agency: Everest Brand Solutions

National Creative Director: Rahul Jauhari

Creative team: Rahul Jauhari, Samir Chonkar

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