Parle Krackjack launches new campaign featuring Raghav Juyal and Dharmesh Yelande

Parle Products has released its latest campaign for KrackJack.

The campaign features Dharmesh Yelande and  Raghav Juyal.

The three-film campaign created by Thought Blurb Communications tells stories of conundrums that are solved in hilarious ways by the two protagonists, Krack (played by Yelande) and Jack (played by Juyal). They have different sweet and salty perspectives, that bring alive the idea- "Sweet and Salty saath jab aaye, baat ban jaaye".

Mayank Shah, Senior Category Head, Parle Products, said, “Krackjack is the first biscuit in India to find that magical spot in the consumer’s palate with a flavour that tickles sweet and salty taste buds. When the flavour is so out-of-the ordinary, how can its communication not be unusual? Over the years, the characters Krack and Jack, have endeared themselves to audiences across the country. Every new generation resonates with these sweet and salty characters. Dharmesh and Raghav are new age celebrities with a wide fan following among the youth. More importantly, we chose them because we felt they have a spontaneity in their repartee, which is key to the brand’s communication.”

Vinod Kunj, Founder and Chief Creative Officer, Thought Blurb Communications said, “It’s a big challenge to work on a legacy brand like Krackjack with a high decibel legacy communication. When we got the brief we were clear that we have to carry forward the torch to the next generation of audiences across India. Not only do we have to appeal to a wide section of audiences across socio economic segments, we also had to touch their funny bone. Evidenced by the viewer responses we have received, the execution seems to have hit the bull’s eye. The dash of rollicking humour coating the films make them entirely enjoyable.”

 Renu Somani, National Creative Director, Thought Blurb, said, “We started off with a product that is sweet but also has salty overtones. That kind of dictated the tone and tenor of the campaign. In one of the brain storming sessions when the strategy team came up with the idea of ‘contrarian views working towards a common goal’ we knew we had our campaign. This in turn finds resonance in the claim - ‘sweet aur salty saath jab aaye, baat ban jaaye’. The fun part was working with the film crew to get Dharmesh and Raghav to work in tandem to translate this strange combination of diametrically opposite views. We wanted the viewers to have fun, and I think that has come out quite well.”

Promotion film:

Chanchal Sasuma film:

Raid film:

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