Thoughtshop bags Parle Melody account
The agency has also launched a new commercial retaining the 'Melody itni chocolaty kyon hai...Melody khao khud jan jao'
BestMediaInfo Bureau | Mumbai | January 27, 2016
Following a multi-agency pitch, Parle Products appointed Thougthshop to create its new communication for Melody Toffee. Driving on its iconic tagline, 'Melody itni chocolaty kyon hai...Melody khao khud jan jao', the agency emphasises on the rich caramel based layer and chocolate core reminiscing the chocolaty taste.
The new campaign went on air on January 23. The TVC has been conceptualised by Vipin Dhyani, Founder and Chief Creative Director, Thoughtshop Advertising & Film Productions.
On handing over the Melody business to Thoughtshop, B Krishna Rao, Deputy Marketing Manager, Parle Products, stated, "We aim to increase the brand recall through the new communication strategy targeting the youth. The purpose is to create the chocolaty urge by breaking a monotonous situation with a humorous twist. We plan to roll out the campaign through TVC, print and radio."
Delighted by the win, Dhyani commented, "It is always a privilege to work on an iconic brand from the Parle umbrella. Melody's tagline itself reinforces the chocolaty property of the brand, thus taking forward the brand thought.”
Retaining the iconic tagline, Dhyani and his team conceived a new strategy based TVC showcasing the irresistible urge of having a Melody Toffee, thereby reinforcing the question-answer baseline, 'Melody itni chocolaty kyun hain? 'Melody khao khud jan jao'.
The TVC:
Credits:
Client: Parle Products
Client Team: Pravin Kulkarnii (GM), B Krishna Rao (Dy Marketing Manager)
Agency: Thoughtshop Advertising & Film Productions
Writer: Vipin Dhyani