The campaign with a touch of humour, conceptualized by Everest Brand Solutions, shows how other digestive biscuits are high on fat content to make them tasty Sohini Sen | Mumbai | October 11, 2013
Parle has launched a new campaign to communicate to consumers the health benefits of its new product - the Digestive Marie. The iconic Parle Digestive Marie campaign was launched with brand ambassador Kajol when there weren't many players in the market. With the arrival of new players in the market, the brand needed to communicate its core promise to consumers of ‘Digestive biscuit is a biscuit meant for truly health snacking’. It was around this brief that Everest started working on the campaign.
Dhunji S. Wadia, President, Everest pointed out, “We wanted to come up with an eye-opener in the market. People assume ‘If it is a digestive biscuit, it has got to be healthy’. If you are genuinely concerned about your health, you just can’t eat any digestive biscuits. One needs to look closely in matters involving health, especially in a scenario, when eating digestive biscuits is the only thing you do for staying healthy. ”
Pravin Kulkarnii, GM - Marketing, Parle Products, said, “As the Indian consumers are increasingly becoming more health conscious, digestive biscuits are becoming a part of the Indian lifestyle. The digestive category has been growing at an incredible rate in the last three years. One can easily relate to the ad because of its simplicity. Eating healthy snacks and biscuits has become a quick fix for maintain good health. But, is your healthy snack really healthy? Parle Digestive Marie is extremely relevant for the office-going masses, which end up ignoring their health for work.”
The new ‘Office’ commercial brings out the brand promise through an honest and engaging discussion between a ‘health conscious’ employee and his ‘health smart’ boss. The film opens on Manager ‘Chubby Chakravorty’. He is seen in his cubicle decorated with fitness gear and is eating a digestive biscuit when his boss walks in. His employer asks him the reason for his choice. The man is confused and replies that he eats it because it is tasty. The employer takes this as an opportunity to tempt him with other tasty but unhealthy snacks – samosa, pizza, cake, etc. The voiceover then explains, along with graphics, that any normal digestive biscuit has high fat content to make it tasty. However, Parle Digestive Marie is high on fibre content and low on fat and calories, while maintaining a great taste. It helps digestion and keeps you active, so that you feel good all day long. Thereby, the TVC helps point out the myth about all digestive biscuits being good for your health.
Mayank Shah, Group Product Manager, Parle Products, said, “Indians consume a wide variety of snacks but all of them are not healthy. Tasty snacks like samosa, patties and pastries are full of fat. We often consume them in between meals as an instant remedy for hunger. An active lifestyle can compensate for all this fat consumed, but most of us struggle to find time to do any form of physical activity. Hence, it is extremely important to check what we eat. Parle Digestive Marie is a good substitute to the unhealthy snacks which we unknowingly consume.”
Rahul Jauhari, NCD, Everest added, "We took the issue head on – just having a digestive biscuit is not good enough, you need to know what goes into it. The humour route worked for us and some good performances drove the point home, albeit lightly. Blink Pictures did a fine job of partnering us in making this film idea come alive."
[youtube]http://www.youtube.com/watch?v=64ERxH5p3II[/youtube] Credits: Client: Parle Products Agency: Everest Brand Solutions National Creative Director: Rahul Jauhari Creative Team: Pramod Sharma, Bappaditya Saha, Sushant Karane, Samir Chonkar Servicing & Planning Team: Siddhi Shah, Jay Thaker, Ravi Walia Production Hous: Blink Pictures Director: Indrajit Nattoji