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Parle 20-20 gives full marks to progressive thought

As the brand celebrates 10 years, its campaign conceptualised by Everest Brand Solutions shows everyday situations that today’s youth encounter while dealing with redundant norms

Click on the Image to watch the TVC.

Cookie brand Parle 20-20 has launched a new campaign titled Taste mein 20 out of 20. Conceptualised and crafted by Everest Brand Solutions, the TVC will be released in 11 languages and will be seen on digital mediums.

The campaign shows everyday situations that today’s youth encounter while dealing with redundant norms. All the five TVCs connect the cookies by giving full marks, i.e, 20 out of 20, to characters who behave positively to an unconventional thought process.

Mayank Shah, Category Head, Parle Products, said, “Parle 20-20 cookies were created by Parle Products for the young adults. This audience is self-aware and is re-inventing social values to make the world a better place. As we celebrate Parle 20-20’s 10 years of existence, we want to appreciate individuals who encounter these young adults and don’t judge them for their choices. We also wanted to build a strong consumer franchise by positioning 20-20 as a brand that supports this new-age thought process that is free of prejudice and extremely inclusive of the change.”

Pramod Sharma, Executive Creative Director, Everest Brand Solutions, said, “The brief was to create a narrative for today’s youth by keeping Parle 20-20’s core values at heart. We have incorporated both these elements with a humorous twist to showcase a progressive society and positioned Parle 20-20 cookies as a reward to those who adapt to positive change easily. We hope the audience like the TVCs and it makes a good impact towards social change.”

The TVCs:

Credits:
Client team: Mayank Shah, Binayak Mitra and Amar Kadam
Agency: Everest Brand Solutions
President: Dhunji Wadia
Chief Creative Officer: Rahul Jauhari
Executive Creative Director: Pramod Sharma

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