The company has been constantly changing the way it interacts with consumers, interacting through social media channels and adapting to changing times and digitalization with brand-consumer campaigns.
Thought blurb creative agency
The TV commercials tell the story of the age-old battle of a mother trying to get her child to drink milk, showing the dynamics of the struggle through each generation.
“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,” saidMayank Shah, senior category head, Parle Products.
“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.”
Parle Products partnered with thought blurb, creative agency, to create the TV commercials in Hindi and other regional languages to showcase the mother-child-milk triangle.
Shah added what brings the films alive are the catchy local phrases, and cultural nuances that makes them enjoyable, and creates a strong connection with the region. The campaign will be launched digitally and on television.
“We didn’t have to look far for inspiration for this campaign, because milk-battles are a struggle we’ve all lived through,” said Vinod Kunj, CCO/managing partner, thought blurb.
“Playing around with regional flavors allowed us to create films that resonate in every part of the country. They are catchy, they are fun, they celebrate the mischief of the child and sympathise with the parent’s concerns.”
Parle established in 1929 are the makers of its best-selling biscuit Parle-G, and a host of other popular brands across India.