Parle Products has launched two new films for its cookie brand Milano as it wanted to reclaim a territory that would propel it to growth without the tropes of sinful, indulgent consumption that communication in this category tends to resort to.
The challenge for Taproot Dentsu was to find a place in the sun for Milano in a way that was relevant, yet didn’t take itself too seriously.
Speaking about the campaign, Mayank Shah, Category Head, Parle Products, said, “Since the launch of the Platina range last May, we have observed a renewed interest among consumers towards Parle’s premium offerings. We have always been innovators across categories and while we were happy that our premium brands were being well received. We also felt the need to bring something refreshingly new to the consumers. Extensive research and understanding of our target audience’s evolving tastes led us to add new variants to the Milano range, which consequently resulted in India’s first cookie with Hazelnut filling by an FMCG brand.”
Ayesha Ghosh, General Manager, Taproot Dentsu Mumbai, said, "In times where balance and perfection are being chased and when indulgence is frowned upon, our task was to carve out a special guilt-free place in the minds of consumers for a rich, delicious cookie like Milano. The idea that followed was to approach it from an individual’s perspective, bringing out the importance of irreverent self-pampering. The fact that Twinkle Khanna personally identified with the messaging, further spurred the idea for us to also add the element of ‘There’s a me in every Milano’ in the TVCs. Overall, the ads have been shot in a manner to remind us that every now and then, it’s okay to listen to your heart, give in to a craving and bite into that tempting cookie!"
Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu Mumbai, said, “Twinkle is the perfect spokesperson for Milano. She doesn’t take herself too seriously, she’s her own person, which is evident from the career and life choices she has made. Milano, while maintaining the `category codes’ of a premium cookie, is evolving the same codes with a playful dig at rigid dietary fads that can suck the joy out of life. With this film, we want to tell people that it’s absolutely fine to give in to the indulgence of a delicious Milano every now and then.”