Parle Products and Fundamental elucidate Parle’s products with ‘Naam Toh Suna Hi Hoga’

Delhi: Parle Products has launched their latest ad campaign. A series of 5 short commercials – conceptualised by Fundamental and directed by Sukriti Tyagi of Klture Studios – aims to bring together the values that define Parle Products and their variety of snacks, biscuits, cookies, confectionery items.

This is not the brand’s first outing with an all-encompassing corporate campaign. Seven years ago, the popular ‘Naam Toh Suna Hi Hoga’ had established the multitude of products nested under the mother brand. Retaining the same campaign line, the current commercials aim to take the narrative to the next level. 

Speaking about the campaign, Mayank Shah, VP Marketing, Parle Products, said, “The objective behind the corporate campaign is to progressively take forward the initiative started in 2017-18 of positioning ‘Parle’ as a ‘Branded House’ from a ‘House of Brands’. For a food company like Parle, which straddles multiple categories and brands, it makes immense sense to be a Branded House. This helps in all categories and brands getting rub off from all initiatives taken by the company, while adding to the equity of the Corporate Brand.

The campaign aims to project the grandeur of Corporate Brand Parle and show the dominant leadership position that Parle holds in the market today using attributes and values that the company stands for and is associated with like quality, trust, innovation, variety, and being contemporary, progressive etc. Unlike regular corporate campaigns which have a serious tonality, ours is packaged to deliver the message with wit and humour, which beautifully brings out the core thought of positioning Parle as a top corporate brand.” 

Adding to this, Pallavi Chakravarti, Founder and CCO, Fundamental, said, “We all have our favourite Parle Products - there’s just so much they bring to the table that the mind boggles when you’re faced with the scale of it all. So we decided to go with a line of thinking so illogical, it made perfect sense. We’re sure that like the array of products themselves, everyone will find one spot [or three ] that they like best. Couldn’t have imagined a better follow-up to the first Naam Toh Suna Hi Hoga campaign, which remains very close to my heart.”