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Tag: Mayank Shah

  • Parle Milk Shakti delivers solution to every mother’s concern over child’s milk intake

    Parle Milk Shakti delivers solution to every mother’s concern over child’s milk intake

    MUMBAI: Parle Products, India’s leading manufacturer of biscuits and confectionery has launched an engaging campaign featuring three ad films for its biscuit brand – Milk Shakti. The campaign depicts the age-old battle of child versus glass of milk. This plays out every morning at breakfast tables across the country, with the mother playing the role of an enforcer. As each generation gets smarter with their milk avoidance tactics, Parle Milk Shakti coheres that sweet spot between mother, child and milk.

    Commenting on the campaign, Parle Products senior category head Mayank Shah said, “This campaign addresses every mother’s greatest worry – how to get her child to drink milk. Interestingly, 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. 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.”

    Thought Blurb, the creative agency behind the Milk Shakti campaign, has conceptualised these engaging TVCs in Hindi and regional languages to showcase the unique mother-child-milk triangle. The films strike a chord with all of us because they are inspired by familiar scenes from every household – mothers dealing with milk-tantrums, cheeky responses from the child and children in a hurry to grow up.  But what truly brings the films alive are the catchy local phrases, and cultural nuances that makes them enjoyable, and creates a strong connection with the region.

    Thought Blurb CCO and managing partnerVinod Kunj said, “We didn’t have to look far for inspiration for this campaign, because milk-battles are a struggle we’ve all lived through. Playing around with regional flavours 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. At the end of the day, Parle Milk Shakti is a win-win for both parents and children, and that’s exactly what our films establish.”

    Keeping the brand message intact, Parle Products has been constantly changing the way it interacts with the consumers, the latest being interacting massively through social media channels. By adapting to changing times and digitalization, Parle has set an example of effective brand-consumer relationship through various campaigns.

  • No job losses yet, Parle senior category head Mayank Shah clarifies

    No job losses yet, Parle senior category head Mayank Shah clarifies

    MUMBAI: Parle Products Pvt Ltd, a leading Indian biscuit maker was in controversy because of the news spread on the layoff of over 10,000 workers due to the slowing economic growth and falling demand in the rural heartland which could cause production cuts.

    Speaking with Muralidhar Swaminathan, the Channel Director of BTVI, on the job losses issue and the current scenario, Mayank Shah, Sr category Head at Parle Products shared that there’s a definite slowdown. He further highlighted that the issue of job losses has been blown out of proportion which is inappropriate. He said the consumption of a basic INR 5 packet has taken a hit due to a high GST rate which has affected the overall run. 

    Shah also mentioned that the sales have declined by 7-8 percent for biscuits below INR 100 per kg, which attracts 18 percent GST. He said low demand and high GST rate will eventually lead to the production slowdown and maybe job cuts. Shah said demand for the popular Parle biscuit brands such as Parle-G had been worsening since India rolled out a nationwide goods and services tax (GST) in 2017, which imposed a higher levy on biscuits costing as low as INR 5 but this shall have no impact on the employment.

  • #YouAreMyParleG short films created by thought blurb continues to tug at the hearts of Indians

    #YouAreMyParleG short films created by thought blurb continues to tug at the hearts of Indians

    MUMBAI: The second leg of the #YouAreMyParleG campaign is back with three heart-warming films by thought blurb. No Indian needs an introduction to this brand that’s become an icon in itself. The brand is one of the oldest in India and appeals to every demographic in the country, transcending age and socio-economic divides. Parle-G biscuits are as inseparable from the Indian consciousness as some human relationships. This variety of human relationships would need different interpretations that can be related to the viewer’s deep bond with the brand. Parle wanted to talk about this very bond Indians have with Parle-G through human relationship and so came the campaign ‘You Are My Parle-G’..

    thought blurb, the creative agency behind the campaign was given this challenge. Mayank Shah, Senior Category Head at Parle Products, Parle Products gave the agency a clear one-line brief – ‘Parle-G is not just a brand, it’s an emotion.’

    The first phase of this campaign was launched in the month of August with two films that celebrated relationships we often forget to acknowledge, but without which, life isn’t quite the same. The first film was a long overdue salute to the unsung hero of the nation, the soldier while the second film captured the unbreakable bond between a brother and sister who can’t stand each other yet can’t stay apart. Needless to say, both films received an overwhelming response and went viral.

    Followed by the success of the first phase of the campaign, Parle launched the second phase in December with three films that told stories of everyday relationships and focused on that one person everyone has in their life who has always been there for us. They are such an important part of our life that we take them for granted, just as we take our breath for granted. 

    These films take us through the inevitable, deep-settled familiarity between a husband and wife, the intense bond between a mother and son that never fades with time or new family members and the endearing, eternal bond between a father and daughter. In each film, an action, a few words, or an emotion triggers the moment of clarity. The subtext of the relationship becomes clear to the protagonist and they understand how indispensable the other person is to their life. India’s complex and unwavering connection to Parle-G is equated to this. When the protagonist tells someone ‘You are my Parle G,’ he speaks for India and its relationship with the brand.

    One of the astounding facts about this campaign is that it became viral through WhatsApp, Facebook, LinkedIn and other channels, organically much before putting any media money behind it. This is a good example of a client working closely with the agency, thought blurb to create video content for a brand, that narrates a story so powerfully that it makes for compelling viewing. After all, even in the digital age, the source code for every engaging content continues to be consumer stories.

  • Parle’s bid to overthrow Britannia’s Nutrichoice

    Parle’s bid to overthrow Britannia’s Nutrichoice

    MUMBAI: The digestive cookies range in India is dominated by Britannia Nutrichoice range of biscuits. The market is huge and every brand now sees opportunity in the segment due to increased awareness and healthy eating choices of the consumers.

    In a bid to compete and make its mark in this sector, home grown brand Parle Products has launched its own range of digestive biscuits under the umbrella of NutriCrunch. The launch of the healthy range of biscuits  is inspired by the growing demand for healthy snacking options among Indian consumers and will include products like Nutricrunch Digestive, Nutricrunch Honey & Oats, Nutricrunch Digestive Marie and Nutricrunch Lite Cracker.

    This is the second innings for brand Parle in the health category. The company has decide to phase out its older health biscuit offerings that was sold under the Simply Good brand name. While the production of Simply Good has been completely stopped, Parle Products now wants to complete switch and focus on NutriCrunch. The sheer reason for Simply Good not being so “simply good” was due to lack of effort and focus on the product’s marketing as a healthy alternative to regular biscuits and Parle Products does not want to repeat the same again.

    Priced at a sweet spot of Rs 20, the confectionary and biscuit giant wants to capture a sizeable share of 15 per cent in the 1200 crore health segment in India. The company, however, faces stiff completion from Britannia Nutrichoice that occupies a major 70 per cent premium health biscuit category followed by ITC’s Sunfeast range of Famlite biscuits and McVitties Digestive biscuits.

    For Parle Products, it’s important to diversify its portfolio into more premium products as a majority of its revenue – both in value and volume terms – still comes from its mass market brand Parle G. While that segment is growing steadily, premium offerings will bring in better margins and faster growth in future. The Platina division is just a year old but is already growing in the high double-digits.

    Indiantelevision.com spoke to Parle Products category head for biscuits Mayank Shah to understand insights into launching the product, competition with Britannia, scope in the market and much more.  

    Why did you decide on launching health products at this point in time?

    It was the right time for us to enter the market as we see huge potential in this category. Consumers of health category are divided into those who are actively seeking healthier options and those that passively consumer healthy products once in a while to reduce the guilt of leading an unhealthy lifestyle. A primary reason why we didn’t want to get into health segment was because a larger pool of consumers were passive health-conscious but that is increasingly changing. The active health conscious consumers will not consider the price of a product while purchasing a product, whereas passive consumers only tend to buy when there are offers or the products are available at a cheaper price.

    But why did you decide on launching NutriCrunch? What happens to Simply Good then?

    We were already present in the health category but we didn’t really focus on those products and rather focused on our other products. We didn’t really see a huge value in Simply Good products as well. That why our focus was limited. However, we have seen an increasing traction in the health category. Soon after we launched the Platina category last year, health segment was always going to be our next focus.

    What kind of consumer research behind the product launch? You much have had a lot of pressure on getting it right the second time?

    We conducted extensive research this time. We reached out to consumers across India and asked them what kind of product would they like to have. Our research revealed that most consumers were looking at healthier alternatives with low sugar and multigrain biscuits.

    What kind of growth opportunity do you see in the sector?

    The health segment in India is growing in double digits. It is growing at the rate of 15-17 per cent per annum. There is a shift in consumer’s trend where they are actively seeking healthier products. There is a large quantum of consumers that seek healthier options out of guilt and we see a large scope there and want to tap those consumers.

    What is your distribution plan like for the new range of products?

    It’s launched under the Platina range and so will be well distributed across metros and mini metros. We are looking at selling it to more than 1 million towns over the next two-three months.

    What about online sales? Will that also be your focus to get the product out in the market?

    Online and modern trade will be an important channel for us. We will be available across all leading e-commerce platforms.

    Why did you launch this new category under Platina umbrella?

    Simply because Platina is skewed towards modern trade and online channels. Also because it has a natural fit with the distribution channel and the consumers. Platina consumers are relatively evolved and modern who don’t mind spending some extra bucks for a quality product.

    What are your revenue expectation with this product?

    There is a huge potential and scope in this segment. The health segment market is currently valued at Rs 1200 crore and we want to corner a 15 per cent share of it by 2019 (by the end of first year of operation for Nutricrunch).

    Don’t you think it is a super competitive market for you to enter in? There are already established players in the market…

    Yes, it is a super competitive market but it is an extremely growing category as well and there is a scope for more players to participate in it. Its because of the entry of multiple players coming in and more buzz around the category.

    What kind of investment went into the launch of this new product line?

    We cant really reveal the numbers but yes, we did invest heavily into the R&D for these products and getting them right. It took us a year and half to design the product.

    What were your biggest barriers while entering into the category? What sort of challenge do you see in the market?

    Our biggest challenge right now is to make the product available across India at the earliest and have a strong distribution muscle. The biggest challenge initially was supplying the products to retailers due to the recent transport strike. We were all ready and geared up for the launch but had to push it due to the transport strike. Our next challenge will be to ensure that we have enough conversions from passive health product custumers to active consumers. We will have to make consumers relatively price insensitive and ready to pay a fair price for these products.

    When will you launch your campaign to advertise and market these products?

    Once we roll out the products entirely, which should be done by mid September, then we will look at launching the campaign in August.

    Will you look at having a brand ambassador for the category since you also have Twinkle Khanna for Platina?

    No, we are not looking at having a brand ambassador at the moment.

    What will be your marketing strategy for product marketing?

    It will definitely be a 360-degree campaign with an increased focus on digital.

    Lately, a lot of brands are looking at cutting down sugar and salt in the products. Will Parle Products also look at going the same route?

    Our new range of products is a step towards cutting down sugar and salt content in products and we will increasingly look at how we can improve the quality of our existing line of products without changing the taste of quality.

  • Parle 20-20 tickles a funny bone to reward positive thinking

    Parle 20-20 tickles a funny bone to reward positive thinking

    MUMBAI: Parle Products, India’s favourite FMCG brand has launched a new campaign titled, ‘Taste mein 20 out of 20’ for its leading cookie brand, 20-20. 

    The campaign is an honest effort from Parle to showcase everyday situations that today’s youth encounter while dealing with redundant traditional norms. It metaphorically connects forward-thinking values to 20 -20 cookies by giving full marks to characters that behave positively to unconventional thought process.

    Conceptualised and crafted by Everest Productions, the campaign features five TVCs. All five TVCs display an entertaining event involving social situations affecting young adults – a mother encouraging her daughter to dress as she pleases, a father supporting her teenage daughter to travel with boys, a landlord bonding with a potential tenant from another religion, a modern twist to arranged marriages and a real estate agent supporting a live-in couple looking to rent out a house in the city. Parle’s 20-20 cookie features as an integral part of the narrative applauding each character that has moved ahead with times and is taking baby steps to gradually change orthodox social values.

    Parle Products category head Mayank Shah says, “Parle 20-20 cookies was created by Parle Products for the young adults. This audience is self-aware and is re-inventing social values to make the world a better place. As we celebrate Parle 20-20’s 10 years of existence, we want to appreciate individuals who encounter these young adults and don’t judge them for their choices. We also wanted to build a strong consumer franchise by positioning 20-20 as a brand that supports this new-age thought process which is free of prejudice and extremely inclusive of change.”

    Everest Brand Solutions executive creative director Pramod Sharma adds, “The brief was to create a narrative for today’s youth by keeping Parle 20-20 core values at heart. We have incorporated both these elements with a humorous twist to showcase a progressive society and positioned Parle 20-20 cookies as a reward to those who adapt to positive change easily. We hope the audience like the TVCs and it makes a good impact towards social change.”

    Cookies as a category promises indulgences and delight to consumers, thought to be occasion specific snacking. With a six per cent annual growth, Parle 20-20 cookies has been successful in making consumption of category occasion independent and more frequent. Parle 20-20 cookies are available in cookies cashew, cookies butter and cookies butter-jeera variants. 

    The TVC will be released in 11 languages and will be sustained through a digital campaign.

  • Parle-G’s new campaign celebrates the unsung hero of biscuits

    Parle-G’s new campaign celebrates the unsung hero of biscuits

    MUMBAI: Parle Products, India’s leading manufacturer of biscuits and confectionery, has partnered with Taproot Dentsu, the creative agency from Dentsu Aegis Network India, to launch a series of five films for its flagship brand Parle-G.

    In all its humility and unchanged goodness over the decades, Parle-G has remained the largest selling biscuit brand across the world. However, in the face of constant expansion in the biscuit category, the brand somewhere seems to have become a default, taken for a granted pick, instead of an active, desired choice. Consequently, Taproot Dentsu’s task here was to move Parle-G right up in the emotional consideration set of consumers, thereby reminding them of what Parle-G really is — the unsung hero of biscuits!

    Taproot Dentsu Mumbai executive creative director Pallavi Chakravarti says, “Parle-G is a staple. Quite like our rice and pulses. It is like that one person everyone has in their life who has always been there, albeit on the side-lines. This campaign is a celebration of relationships that we seldom acknowledge but without which life isn’t quite the same. It’s a message that only a brand as iconic as Parle-G can give. Because come to think of it, everyone has eaten one and everyone has a human equivalent, if they just take the time out to think of it.”

    “The idea is based on the human tendency to take the familiar for granted. This campaign uses this tendency to point out how invaluable the familiar in our lives is while making a compelling connection with the brand Parle-G,” adds Taproot Dentsu Mumbai head of strategic planning Shashank Lanjekar.

    Speaking about the campaign, Parle Products category head Mayank Shah mentions, “Over the years, Parle-G was strongly positioned as a staple given that it is associated with health and nutrition. However, a consumer research that we conducted recently revealed that Parle-G has moved beyond being a staple and is now an emotion. Through this campaign, we want to celebrate that emotion and the bond a consumer has with Parle-G by showcasing how there are relations in our life which are never acknowledged but have played a significant role in making us who we are.”

  • Parle launches campaign for new Milano range

    Parle launches campaign for new Milano range

    MUMBAI: India’s leading biscuits and confectionery manufacturer, Parle Products, which unveiled its premium division ‘Platina’ a year ago, has now taken a step further to strengthen the range’s position in the market.

    Identifying the positive reception that the Platina range has received over the past one year from consumers who wish to try premium offerings from the house of Parle, the company has added unique offerings like Mixed Berries Centre Filled Cookies and Hazelnut Centre Filled Cookies to its indulgent Milano range. The addition of new variants to Parle’s most premium chocolate chip cookie offering comes on the back of the love that Platina’s flagship product Milano has enjoyed since its launch in 2006. Parle Products has launched the variants with a focused approach, tying up with select chains to make them available to a targeted audience.

    Along with expansion of the Milano range under Parle Platina, the FMCG giant is going all out to augment impact of the announcement by means of two new TVCs featuring celebrity Twinkle Khanna which will go on air this IPL. The television commercials have been filmed with a quirky undertone and communicate that one can never be too diet-conscious to indulge a little in a delicious Milano cookie.

    Parle Products category head Mayank Shah says, “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”.

    Conceptualised by Taproot Dentsu, the campaign will feature two TVCs which send out a message that a cookie is all about savouring good taste and enjoying a great feeling and not something that is necessarily frivolous. The brand features this as an integral part of the TVC narrative, where Twinkle Khanna breaks the fourth wall and shares her own witty take on fitness-related clichés like having a six-pack or a size zero figure, using Milano packs.

    Commenting on her association with Parle for the TVCs, Khanna mentions, “Having grown up on many of Parle’s products which still ring in much nostalgia, I was instantly excited to be a part of this series of TVCs. I identified with the messaging, tone and treatment of the TVCs right from the word go as I personally feel that you need to have a good balance between health and indulgence. Milano’s exotic range comes in variants and these make for the perfect guilty pleasure every once in a while”.

    Taproot Dentsu ECD Pallavi Chakravarti 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 off 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 people that every now and then, it’s okay to listen to your heart, give in to a craving and bite into that tempting cookie!”.

    Since 1929, Parle has grown to become India’s leading manufacturer of biscuits and confectionery. An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. It has made it a tradition to deliver both health and taste, with a value-for-money positioning that allows people from all classes and age groups to enjoy Parle products to the fullest.

  • Brands pick digital over TV and print for Diwali marketing

    Brands pick digital over TV and print for Diwali marketing

    MUMBAI: The festival of lights and colours is finally here! Diwali has always been an occasion to reconnect with family and our loved ones but the event is also that time of the year when brands go all out to create presence and market themselves across all channels.

    The festive season starts in September all the way till December, but Diwali continues to remain a favourite among brands and advertisers every year.

    Dentsu Aegis network chairman and CEO South Asia Ashish Bhasin projects a 15-20 per cent growth this festive season particularly because last festive season got badly affected due to demonetisation and this year with GST (Goods and Services Tax).

    The chocolate category continues to grow at 12.4 per cent this year as per a Nielsen report suggesting that there won’t be a slowdown this festive season in the chocolate category. The gifting space has considerably expanded over the past years and people are opting to gift chocolates over sweets on occasions. Mondelez India, a brand that is synonymous to celebration and festivity in India has introduced a miniature version of Cadbury chocolates this season to boost sales.

    Biscuits and confectioneries sector is also doing better this year as opposed to last year due to better monsoon and demand coming in from rural India. Rural has accounted for 10-15 per cent of Parle Products growth this year as compared to same period last year.

    But, what has changed over the years is how brands have changed their communication with the audience. Customer communication is no longer about being accessible when the brand wants to talk to the customers or vice versa but making sure the conversation is present on all media platforms. Digital is growing 3X faster than traditional advertising and is becoming more important as the younger consumer has come into purchasing power and the trend will only increase. “A few years ago, the overall digital accounted for only five per cent of the market but it accounts for 15 per cent today and is expected to grow to 85 per cent over the next couple of years,” Bhasin adds.

    Brands have decided not to invest a lot in TVC but to divert it to digital and connect with millennials.While Parle Products and Acer India will be launching a digital-only campaign for Diwali, Vodafone India and Mondelez India will not be rolling out any fresh campaign this time but will re-run its prominent ads from the past and showcase new offerings from the brand.

    Mondelez India has tied up with Amazon India to launch India’s first virtual chocolate and sweet store. Seeing a massive opportunity in the corporate gifting space, Mondelez has also launched a new website for corporate gifting options called, ‘Cadbury Joy Deliveries.’ A Mondelez India spokesperson informed us that the company will be banking on social media capabilities, over the coming months and promote the direct-to-consumer website to reach out to key corporate decision makers enabling gifting choices at the click of a button.

    Vodafone India will be using augmented reality to provide its consumers an opportunity to create their own unique Diwali greeting and eco-friendly‘phuljharis’ greetings. This personalised GIF can then be sent to friends and family through social media.

    Parle Products, the category leader, has shelled out 40-50 per cent more this year as compared to the previous year. Parle’s focus on print is down from the usual 8 per cent to just five per cent. Digital focus is up from 12 per cent to 35 per cent which has eaten into TV’s share of 80 per cent. Parle Products category head Mayank Shah says, “Digital helps us in getting our message across to consumers with our long format commercials which otherwise would cost a ton if done on television during festivals.”

    Similar is the case with Acer. The brand hasn’t invested heavily into marketing this season and allocated a mere three per cent of its advertising budget this year but is also focussing on digital. CMO and consumer business head Chandrahas Panigrahi points out, “All brands today have to do that in order to survive because just television or print won’t yield results as consumers have now moved to digital screens.” Acer India spends close to 20 per cent of its budget on digital and 10 per cent on print.

    While brands are cheering for Diwali, the industry does not seem to have overcome the impact caused by GST. While sales remained low until September, marketers have kept their fingers crossed and are hoping to make up for the loss by the end of festive season.

  • Qyuki partners with Emotionalfulls to recreate the magical experience of the 90’s with ‘ Woh Din’

    Qyuki partners with Emotionalfulls to recreate the magical experience of the 90’s with ‘ Woh Din’

    MUMBAI: Parle G, a household brand for decades revisits the magical era of 90’s with ‘Woh Din’. This five-part web series is a reminiscence of the simplicity of the days gone by, one that was marked by our love for cricket, movies and household biscuit, Parle G.

    Woh Din is the story of a nine-year-old boy named Babu and his best friend Shreedhar growing up in the small town of India. The series sketches the joys of childhood beautifully with an endearing story line and in the process, integrates Parle G into it effortlessly; so much so that it goes on to become a third character in the show.

    Each of us have had our brush with Parle G at some point while growing up. The coming together of Woh Din and Parle-G is the pathway that leads backs to warm anecdotes, so vivid in our minds, yet never to return. Each 20-minute long episode chalks the ethos of the era, just as we have lived them.

    Qyuki brand solutions head Juhi Mehta shares, “The growing appetite for web series makes the foray into the digital space as a natural progression for any brand. However, Parle G deviates from the pop culture identify so heavily present in the digital forum. Qyuki Digital Media helped provide the much required ‘’away from the norm’’ experience. Woh Din serves as the perfect brand solution simply because it is a story about growing up in the 90’s, the decade so widely popularized by the brand over the years. The sheer magic of family and familiarity, the cultural shocks with new beginnings, almost everything that a kid in the 90’s has experienced, has been dished out in an all-new manner. You can call it Qyuki’s latest attempt at redefining pop culture! ”

    Biscuits Category head Mayank Shah says, “With young consumers consuming media across multiple screens beyond TV, our goal was to produce engaging content that captures emotional moments and how the brand was part our growing up years. With growing appetite for web series among youngsters, it is a natural progression for any brand. Qyuki’s ‘Woh Din’ serves as the perfect brand solution simply because it is a story about growing up in the 90’s, an era so widely captured by the brand and its ethos. We’ve all had our share of Parle-G and with time, it has acquired a taste of nostalgia within us.

    Sandeep Jha co-founder EmotionFulls added “The idea to recreate the 90’s has been an ongoing desire for long. Having grown up in that era, we wanted the new generation to know what it was like back then. More importantly, we wanted to provide our generation something to reminisce about. What better brand than ‘Parle-G’ to partner with, one that has witnessed it all while being an important part of our childhood”.

  • Qyuki partners with Emotionalfulls to recreate the magical experience of the 90’s with ‘ Woh Din’

    Qyuki partners with Emotionalfulls to recreate the magical experience of the 90’s with ‘ Woh Din’

    MUMBAI: Parle G, a household brand for decades revisits the magical era of 90’s with ‘Woh Din’. This five-part web series is a reminiscence of the simplicity of the days gone by, one that was marked by our love for cricket, movies and household biscuit, Parle G.

    Woh Din is the story of a nine-year-old boy named Babu and his best friend Shreedhar growing up in the small town of India. The series sketches the joys of childhood beautifully with an endearing story line and in the process, integrates Parle G into it effortlessly; so much so that it goes on to become a third character in the show.

    Each of us have had our brush with Parle G at some point while growing up. The coming together of Woh Din and Parle-G is the pathway that leads backs to warm anecdotes, so vivid in our minds, yet never to return. Each 20-minute long episode chalks the ethos of the era, just as we have lived them.

    Qyuki brand solutions head Juhi Mehta shares, “The growing appetite for web series makes the foray into the digital space as a natural progression for any brand. However, Parle G deviates from the pop culture identify so heavily present in the digital forum. Qyuki Digital Media helped provide the much required ‘’away from the norm’’ experience. Woh Din serves as the perfect brand solution simply because it is a story about growing up in the 90’s, the decade so widely popularized by the brand over the years. The sheer magic of family and familiarity, the cultural shocks with new beginnings, almost everything that a kid in the 90’s has experienced, has been dished out in an all-new manner. You can call it Qyuki’s latest attempt at redefining pop culture! ”

    Biscuits Category head Mayank Shah says, “With young consumers consuming media across multiple screens beyond TV, our goal was to produce engaging content that captures emotional moments and how the brand was part our growing up years. With growing appetite for web series among youngsters, it is a natural progression for any brand. Qyuki’s ‘Woh Din’ serves as the perfect brand solution simply because it is a story about growing up in the 90’s, an era so widely captured by the brand and its ethos. We’ve all had our share of Parle-G and with time, it has acquired a taste of nostalgia within us.

    Sandeep Jha co-founder EmotionFulls added “The idea to recreate the 90’s has been an ongoing desire for long. Having grown up in that era, we wanted the new generation to know what it was like back then. More importantly, we wanted to provide our generation something to reminisce about. What better brand than ‘Parle-G’ to partner with, one that has witnessed it all while being an important part of our childhood”.