MUMBAI: With the arrival of new players in the market, the brand needed to communicate its core promise to the consumers. i.e. digestive biscuit equals a biscuit meant for truly health snacking.
Everest plans to tell the consumers that ‘Taste ke liye khana hai to kuch bi khao, par health ke liye only PDM’ in the new campaign for the confectionary brand.
Everest president Dhunji Wadia said, “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. ”
Adding to that Everest NCD Rahul Jauhari said, “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.”
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.
Parle Products GM marketing Pravin Kulkarni 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 3 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.”
Parle Products group product manager Mayank Shah said, “As a culture, 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.”
