Parle Products, the manufacturer of biscuits and confectionery, has launched an engaging campaign featuring three ad films for its biscuit brand ‘Milk Shakti’. The campaign depicts an age-old battle of child versus glass of milk that plays out every morning at breakfast tables across the country, with the mother playing the role of an enforcer. As each generation gets smarter with their milk avoidance tactics, Parle Milk Shakti coheres that sweet spot between mother, child and milk.
Mayank Shah, Senior Category Head, Parle Products, said, “This campaign addresses every mother’s greatest worry — how to get her child to drink milk. Interestingly, while milk is part of folklore in every part of the country, there is a milk tale unique to every region, be it Patna or Puducherry. In this campaign, we have captured the regional idiom. Which is why the regional campaign precedes the national rollout of the campaign. Fortified with seven vitamins and two minerals, Parle Milk Shakti is every parent’s answer to managing their child’s nutritional requirements in a smarter way.”
thought blurb, the creative agency behind the Milk Shakti campaign, has created three engaging films in Hindi, Telugu, Bengali, Tamil and Bhojpuri to showcase the unique mother-child-milk triangle. The films strike a chord with the audience because they are inspired by familiar scenes from every household — mothers dealing with milk-tantrums, cheeky responses from the child and children in a hurry to grow up. But what truly brings the films alive is the catchy local phrases, and cultural nuances that makes them enjoyable, and creates a strong connection with the region.
Vinod Kunj, CCO and Managing Partner, thought blurb, said, “We didn’t have to look far for inspiration for this campaign, because milk-battles are a struggle we’ve all lived through. Playing around with regional flavours allowed us to create films that really stick with you. They are catchy, they are fun, they celebrate the mischief of the child and sympathise with the parent’s concerns. At the end of the day, Parle Milk Shakti is a win-win for both parents and children, and that’s exactly what our films establish.”
Keeping the brand message intact, Parle Products has been constantly changing the way it interacts with the consumers, the latest being interacting massively through social media channels. By adapting to changing times and digitation, Parle has set an example of effective brand-consumer relationship through various campaigns.
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