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Tag: Parle Products

  • TAM Sports: IPL 18 ad frenzy – brands swing for the fences as ad volumes hit record highs

    TAM Sports: IPL 18 ad frenzy – brands swing for the fences as ad volumes hit record highs

    MUMBAI; The wickets may be tumbling on the pitch, but in the advertising arena, it’s pure carnage — with brands smashing sixes every over. Fresh data from TAM Sports shows that ad volumes for IPL 18 (first 40 matches) have surged past last year’s figures, underlining one unchanging truth: nothing unites — or excites — Indian marketers like cricket.

    The numbers tell a story of big bets and even bigger ambitions.

    The top five categories — e-commerce gaming, pan masala, aerated soft drinks, digital wallets, and biscuits — have steamrolled the competition, grabbing nearly 60 per cent of the ad pie. In a cricket-mad nation, snack cravings and fantasy sports dreams are, clearly, recession-proof.

    Leading the advertising scoreboard are heavy-hitters like Dream11, Parle Products, Sporta Technologies, KP Pan Foods, and PepsiCo India. Dream11, in particular, seems to be playing Test cricket while others are stuck in a T20 mindset — blanketing screens with a relentless media barrage.

    But it’s not just the usual suspects jostling for screen time.

    IPL 18 has welcomed a new squad of ambitious rookies: online payment apps, solar energy brands, smartwatches, and a fresh wave of wearable tech firms, all eager to cash in on the cricketing carnival. The brand line-up today mirrors a new India — digital-first, experimental, and willing to go big.

    The scale-up is staggering:
    * TV ad volumes during IPL 18 are over three times higher than in the pre-IPL season.
    * New categories have grown by over 25 per cent year-on-year.
    * Connected TV advertising has spiked, with brands now chasing the living room, the bedroom, and even the metro ride home.

    Sports channels are having a summer of dreams, while GECs and movie channels quietly sulk. Every IPL season rewrites the broadcast pecking order — and 2025 is no exception.

    Beyond TV, the smart money is on a multi-screen blitzkrieg. Brands are synchronising 10-second TV spots with mid-match mobile banners, OTT pre-rolls, and influencer-led meme storms. If you’re breathing and own a device, chances are someone is trying to sell you a soft drink, an SUV, or a fantasy cricket app right now.

    Bottom line: IPL is no longer just a sports tournament; it’s India’s biggest marketing Super Bowl — stretched over two luxurious months.

    The brands that win this season won’t just outspend rivals; they’ll outthink, out-hustle, and out-wow them.
    Because in IPL 18, as in cricket, it’s not the cautious that survive. It’s the ones who know when to send it sailing into the stands.

  • IPL18 ad-splosion – brands in a frenzy for cricket’s hottest ticket: TAM data, 13 matches

    IPL18 ad-splosion – brands in a frenzy for cricket’s hottest ticket: TAM data, 13 matches

    MUMBAI: The Indian Premier League (IPL) is not just a sporting event; it’s an advertising goldmine. New data (22 March to 1 April 2025) from TAM Sports indicates a massive surge in ad volumes, with IPL 18 experiencing a 112 per cent increase for the first 13 matches compared to IPL 17 (22-31 March 2024 ). The scramble for screen time is intense.

    top 5 brands ipl

    IPL 18 is attracting a wave of new players. The number of competing categories has risen by 13 per cent, and the number of advertisers has jumped by an impressive 31 per cent. Brands are clearly banking on the IPL’s broad appeal to connect with India’s passionate cricket audience.

    Mouth freshener brands are currently leading the pack, commanding an 11 per cent share of ad volumes. Ecom-gaming and biscuits are also major contenders, with 10 per cent and nine per cent shares respectively.

    The top five categories collectively account for over 40 per cent of all ad volumes, highlighting the fierce competition at the top. While ecom-gaming and cellular phones maintain a strong presence, the food and beverage sector is making a significant push, with two of the top five categories originating from it.
    top 5 brands iplParle Products holds the top position among advertisers, securing nine per cent of the ad share. The top five advertisers together account for 28 per cent of the total ad volumes.

    IPL 18 is also marked by significant change. 23 new categories and 83 new brands have entered the advertising arena. Emerging categories include cars, ecom-auto rental services, and fashion outlets. In contrast, categories such as range of food products and chocolates are absent this season.

    New brands vying for attention include Platina Hide & Seek and Campa Energy Drink. The advertising landscape is dynamic, with brands fiercely competing for visibility.
     

    top categories IPL

    As the IPL action unfolds on the field, an equally compelling drama is playing out in the advertising world. The stakes are high, and the competition is relentless.

  • Experience Commerce bags Parle Candy Culture’s digital storytelling mandate

    Experience Commerce bags Parle Candy Culture’s digital storytelling mandate

    MUMBAI: Experience Commerce, the integrated marketing powerhouse under the Cheil Network, has scored a sugary-sweet victory, clinching the digital mandate for Parle Candy Culture. Following a multi-agency pitch, the agency has been appointed as Parle’s official digital partner, tasked with spearheading social media marketing, media planning, and buying for the confectionery giant’s much-loved brands.

    Launched in 2020 as a digital-first initiative, Parle Candy Culture has been a vibrant platform connecting consumers with Parle’s iconic sweets, including Melody, Kismi, Londonderry, Mango Bite, Orange Bite, Mazelo, Poppins, Rol-a-Cola, 2 in 1 Éclair, and Kapi Candy. Now, with Experience Commerce at the helm, the brand is set to dial up its digital storytelling, creating immersive, engaging, and nostalgia-infused experiences for its audience.

    As part of its sugar rush strategy, Experience Commerce will lead always-on social media management, keeping the buzz alive with real-time content and trend-led campaigns. The agency will craft compelling product storytelling and festive campaigns, making Parle candies the centrepiece of every celebration. Additionally, SEO-driven YouTube optimisation will enhance discoverability and engagement, while high-impact influencer and celebrity collaborations will sweeten brand conversations and extend consumer reach.  

    By leveraging precision-targeted media strategies, the agency aims to maximise reach, minimise spillover, and drive stronger brand affinity.

    Parle Products vice president Mayank Shah said, “Parle Candy Culture is a digital-first initiative, and we needed a partner with strong expertise in digital marketing. With Experience Commerce, we have found the perfect collaborator—one that understands our vision and aligns with our objectives. We are excited to create content that truly connects with our audience and drives meaningful engagement. We look forward to the creativity and strategic value that EC brings in strengthening Parle’s legacy in the digital space.”

    Experience Commerce vice president for Growth Bhawana Daga stated, “Parle Products is a cherished and beloved brand with deep-rooted nostalgia among Indian consumers. We are thrilled to take on this mandate and look forward to crafting compelling digital narratives that enhance the brand’s connection with its audience. Our unique blend of data-driven insights, creative excellence, and precision media planning will ensure that Parle Candy Culture remains a leader in the confectionery space’s digital ecosystem.”

    With over 17 years of expertise in crafting award-winning digital campaigns, Experience Commerce is poised to redefine the confectionery industry’s digital landscape. As they gear up to celebrate India’s love for Parle candies in fresh, innovative ways, one thing is certain this partnership is bound to be a treat for the senses.

  • Krishnarao Buddha bids farewell to Parle Products, looks ahead to new beginnings

    Krishnarao Buddha bids farewell to Parle Products, looks ahead to new beginnings

    MUMBAI: Even the best of friends must part at some stage. Parle Products  senior category head – marketing Krishnarao Buddha  has announced his departure from the company after a remarkable tenure of nearly 24 years where he built up various categories for one of India’s top biscuit and confectionery firms. .

    Reflecting on his journey, Buddha described his time at Parle as a deeply meaningful chapter in his career, marked by growth, challenges, and unforgettable memories.

    In a heartfelt message, Buddha expressed his gratitude to the organisation, which he described as more than just a workplace—a family that fostered his personal and professional evolution. He highlighted the mentorship, collaboration, and camaraderie that defined his experience, saying, “I’ve had the privilege of working alongside passionate and dedicated colleagues who became lifelong friends. The impact of this journey will stay with me forever.”

    During his tenure, Buddha contributed to the company’s success through innovative marketing strategies and was part of a team committed to excellence. While excited about the opportunities ahead, he acknowledged the bittersweet nature of bidding farewell to familiar faces, shared victories, and the camaraderie that made his time at Parle so special.

    Looking forward, Buddha expressed optimism and enthusiasm for the next phase of his career, promising to embrace new opportunities and challenges with gratitude and determination.

    “Stay tuned—this is just the beginning,” he concluded, leaving a sense of anticipation for his next professional endeavour.

  • Parle-G’s Diwali campaign revives the joy of simple celebrations

    Parle-G’s Diwali campaign revives the joy of simple celebrations

    Mumbai: Thought Blurb Communications has released a new three-minute Parle-G Diwali film, highlighting concerns about the erosion of tradition and the tokenism gradually seeping into this grand festival. This is the third film created by Thought Blurb Communications for Parle-G in the last 40 days, following films for Ganpati and Teacher’s Day.

    The narrative centers on a grandmother who feels despondent and alienated by a changing world and her grandson, who begins to understand the world that existed before his time. This realisation leads to significant decisions on the grandson’s part. The film explores various aspects of both characters, emphasising the need to preserve a way of life and the joy of working together as a family during celebrations, traditions that are fading as commercialisation takes over.

    The grandmother shares her memories of the joy that Diwali once brought, imparting a lesson that the grandson implicitly learns, compelling him to revive these customs. This moment isn’t framed as a teaching moment but as a transfer of joy, which aligns with the brand’s message: ‘Genius wohi, jo auron ke khushi mein paye apni khushi’.

    As Parle Products VP Mayank Shah puts it, “At every point of the spectrum, Parle-G films hope to evoke a certain amount of emotion. This has been a cornerstone of our past work. This Diwali, we decided to highlight our Diwali traditions in a unique way that has so far been unexplored.”

    Thought Blurb Communications founder & chief creative officer Vinod Kunj sums it up. “Diwali ads pose a certain difficulty. The scope has been defined over and over, and a lot has been created on the subject. I am proud of the team who stepped across the boundaries of thought and brought this concept to light.”

    Sometimes an idea comes from weeding away the chaff from the wheat. Thought Blurb Communications national creative director Renu Somani said, “We went through the Diwali ads of many brands from the past, and realized that this thought had not been explored, and not articulated as such. This concept had promise and we went for it.”

    Returning to basics is not a popular concept that resonates with younger people. However, seeing family members in a whole new light certainly is. When that perception sets in, the impulse to renew the relationship becomes imperative. By all accounts, Parle-G’s new Diwali film will make us look at or family in a whole new light. And with it, our relationship to Diwali.

  • Parle G’s releases its latest campaign to celebrate Ganesh Chaturthi

    Parle G’s releases its latest campaign to celebrate Ganesh Chaturthi

    Mumbai: We often take established traditions for granted because they are familiar. However, the younger generation sometimes questions these norms and offers a new perspective. Parle-G’s Ganesh Chaturthi film celebrates the spirit and joy that Lord Ganesha brings to homes during the festival.

    The film is created as a timeless discourse about tradition and gender. It refrains from preaching or instructing the audience. Instead, the audience is drawn in as part of the story. Parle-G’s brand becomes part of the storyline, with a nod to the broader message.

    The long-format film conceptualised and created by Thought Blurb Communications captures the mood and spirit of the festival. The film has been conceptualised in Marathi, since the festival holds more relevance in the Maharashtrian community and to reach a wider audience, it has been released in four more languages, as Ganeshotsav is now a pan-Indian festival.

    Released in a total of five regional languages, Hindi, Marathi, Kannada, Telugu and Gujarati the film aims to connect with the HSM market and build a stronger connection and recall value.

    The story revolves around the protagonist who is charmed by the hubbub of activity in the house in the days preceding the coming home of Lord Ganesha. While the rest of the household is caught up in the buoyant mood of bringing Ganpati home, we see a little girl ask an innocent question. She is not quite satisfied with the response. This is noticed by our protagonist. In the course of the film, the question is resolutely answered, and the family, including the young girl, walks away happy.

    The theme is explained succinctly by Parle Products VP Mayank Shah, “Parle-G is usually a participant in every festival and celebration in virtually every household in the country. The idea is powerful enough to merit its own expression. The storyline steers it to the brand’s purpose and delivers its message. The underlying Brand message “Genius is the one, who believes that in the Joy of Others lies our own” is delivered beautifully with emotions that leave most viewers moist-eyed.”

    Thought Blurb Communications chief creative officer Vinod Kunj added, “This is the third in a series of long format films we have created for Parle-G that touch upon cultural and social occasions that bring us together. The brief for the strategy and creative team was to shine the light upon an aspect of the event that hasn’t been dwelt on before and deliver the ‘genius’ thinking that is the soul of the brand’s communication.”

    National creative director of the agency Renu Somani said, “While every nuance of Ganesh Chaturthi has been covered extensively across every aspect of the communication spectrum, there are some facets that are still not explored. Traditions have always existed, and we all follow them to tell our stories. The way the story unfolds, it carries the brand message of true genius being about using one’s imagination to bring happiness to others.”

    The tagline, ‘Genius wohi, jo auron ke khushi mein paye apni khushi’, completes the brand’s message and rounds up the communication. Quite importantly, without expressing any social or moral overtones.

    Parle-G’s Ganesh Chaturthi film can be watched across social media and YouTube.

  • Parle’s 20-20 cookies new campaign gives us a ‘genuine’ reason to smile

    Parle’s 20-20 cookies new campaign gives us a ‘genuine’ reason to smile

    Mumbai: Parle Products has launched its latest campaign for Parle 20-20 cookies. The brand’s past campaign thrilled us with a quirky set of situations that one has to smile through. This year, the brand has a three-film campaign that ups the ante on the same underlying theme. The cookie market in India has matured quite a bit. Parle 20-20 cookies have kept the mood light and are back to entertain us once again.

    The earlier campaign had the main character smiling through the situation they are in. Whether it’s the air hostess putting on a plastic smile, or a bride going through the motions of greeting every relative with a forced smile. This campaign pushes the humour further by putting the protagonist in an unexpected situation where they have to grin and bear it.

    The campaign has been created and executed by the Mumbai team of Thought Blurb Communications.

    In each film, there’s a seemingly ordinary situation that turns on its head and snaps the viewer around. The last scene is nothing that the audience expects. The grin that the viewer sees is the grin of confusion or consternation, or just plain resignation. And yet, it’s a smile. The message, ‘Yunhi smile mat karo, dil se khush ho jao’ just got a fresh new makeover.

    Speaking on the campaign, Parle Products vice president Mayank Shah says he is confident in the route. “We tried this new brand message last year and tested it out. The market response was positive, so we decided to put our full effort behind it. All marketing initiatives were directed towards supporting the brand message”, he said. “Still, no caution has been thrown to the wind and everybody knows that a brand message needs to grow in stages.”

    Thought Blurb Communications’ national creative director Renu Somani explains the creative aspect of the project. “It was interesting looking for an alternate take on the tagline. Last year, we were trying to establish the idea and needed the films to simply explain the direction of the messaging. We now have the confidence to push the envelope outward.”

    Adding to her statement, Though Blurb Communications chief creative officer Vinod Kunj asserts the importance of the team coming together. “The Parle team and our agency worked together to bring this multi-language campaign together. It was important to monitor how every market was reacting to the message. Broadcast, digital and social platforms were kept in check. We are all excited to see this campaign go further along the way in building the brand’s equity.”

  • Disney Star onboards 19 sponsors for ICC Men’s T20 World Cup 2024

    Disney Star onboards 19 sponsors for ICC Men’s T20 World Cup 2024

    Mumbai: As excitement builds for the ICC Men’s T20 World Cup 2024, Disney Star unveils its stellar line-up of 19 brands across various categories. This impressive ensemble features prominent names such as Dream 11, Maruti, AMFI, Parle Products, BPCL, Haier, ICICI Bank, Jockey, KP Group (Kamala Pasand), Campa, Samsung India, Housing.com, Jaquar Group, Castrol, Kent RO, TVS Eurogrip, Macho Hint, McNroe, Vimal, with a few more sponsors in the pipeline. This diverse array of sponsors underscores the tournament’s widespread appeal and substantial importance.

    Disney Star head of network – ad sales Ajit Varghese commented, “We are excited to welcome our esteemed sponsors for the ICC Men’s T20 World Cup 2024 across Star Sports and Disney+ Hotstar. The continued support from renowned brands underscores the immense appeal and significance of this tournament. This diverse group of sponsors demonstrates the enduring popularity of cricket and the strategic importance of sports consumption and innovative content delivery. As we gear-up for this grand event, we eagerly anticipate an exhilarating celebration of cricket that will unite passionate fans and players from around the world.”

    The matches will be telecast exclusively on the Star Sports network and will be available for streaming free of charge to mobile users on Disney+ Hotstar. The tournament begins on 2 June, featuring record 20 teams divided into four groups, competing in 55 matches. The participating teams are Afghanistan, Australia, Bangladesh, Canada, England, India, Ireland, Namibia, Nepal, the Netherlands, New Zealand, Oman, Pakistan, Papua New Guinea (PNG), Scotland, South Africa, Sri Lanka, West Indies, Uganda, and the USA.

    Cricket enjoys a revered status in India, making the ICC Men’s T20 World Cup a significant event that brings together passionate fans and players in a grand celebration of the sport.

  • TAM Sports: IPL 17 TV ad volumes grew 19 per cent per channel compared to IPL 16

    TAM Sports: IPL 17 TV ad volumes grew 19 per cent per channel compared to IPL 16

    Mumbai: TAM Sports has released an IPL report based on the first 71 matches of IPL 17 and for all the channels on which matches are telecasted.

    On television, advertising for IPL 17 observed growth of 19 per cent in ad volumes/per channel compared to IPL 16.

    Compared to IPL 16, the count of categories and advertisers in IPL 17 were increased by 40 per cent and 28 per cent respectively.

    In IPL 17, the top five categories collectively added 44 per cent share of ad volumes, in which Pan Masala dominated the list. Ecom-gaming and pan masala were the only common categories between IPL 17 & IPL 16. Parle Products was the top advertiser in IPL 17 with 11 per cent share of ad volumes. Also, Sporta Technologies, K P Pan Foods and Vishnu Packaging were the common advertisers between IPL 17 and IPL 16. The top five advertisers of IPL 17 together added 34 per cent share of ad volumes. Parle Products was the leading advertiser in 48 matches of IPL 17.

    Compared to IPL 16, there were 34 new categories and 117 new brands present in IPL 17. Among the top five new categories, two of them were from the F&B sector and two belonged to the BFSI sector. Parle Food Products dominated the top five new brands list, followed by Fogg in 71 matches of IPL 17.

    During IPL 17, Dabur Real Range was the top brand on Hindi plus English language channels. Additionally, Mobil Super/Mobil Super Moto dominated the top brands list on regional language channels. Among the 110 brands that advertised on both Hindi plus English and regional language channels, Parle Food Products secured first position.

  • JioCinema Brand Spotlight: Illuminating IPL campaigns with unmatched brilliance.

    JioCinema Brand Spotlight: Illuminating IPL campaigns with unmatched brilliance.

    Mumbai: In the fast-paced world of advertising, innovation is key to capturing audience attention and creating memorable brand experiences. This IPL season, JioCinema embarked on a journey with its new initiative – Jio Cinema Brand Spotlight. This initiative aimed to elevate select ad campaigns, offering them exclusive exposure during the crucial first six overs of IPL matches.

    Six prominent brands – Dream 11, Charged by Thums Up, Britannia, Dalmia Cement, Parle Products, and HDFC Bank – captured this unique opportunity to debut their campaigns on JioCinema during the IPL matches. What set these campaigns apart was not just their prime placement but also the narrative behind their creation.

      

    Beyond just securing a prime spot for launching their opening day campaigns, JioCinema’s brand spotlight is offered an opportunity for brands to engage with audiences in a more meaningful way. In an exclusive initiative, brand spotlight facilitated a unique marketer’s moment, where the campaign makers and brand custodians shared exclusive insights and stories behind the creation of their campaigns and brand films featured on JioCinema.

    The platform didn’t stop at merely showcasing the ads; it dug deeper into the creative process by providing viewers with insights into the making of these campaigns. This move involved hosting dedicated trays on the sports page of the app for these brands. These trays not only housed the extended edits of the campaigns but also offered an intimate look into the brainstorming sessions, challenges faced, and creative decisions made by the brand custodians and agency heads.

    For the first time in the industry, fans had the opportunity to go beyond the glossy surface of advertisements and gain a deeper understanding of the thought that goes into crafting these spots. By offering behind-the-scenes content alongside the ads, JioCinema transformed passive viewers into engaged participants, creating a more immersive experience for IPL enthusiasts.

    Watch the behind the campaign stories here: 

    Charged by ThumsUp’s campaign: https://go.jc.fm/fRhd/9isgyf5n

    Parle Products’ campaign: https://go.jc.fm/fRhd/vnbiuqs4

    Britannia’s campaign: https://go.jc.fm/fRhd/7k61354u

    HDFC Bank’s campaign: https://go.jc.fm/fRhd/l0x74mae 

    Dalmia Cement’s campaign:  https://go.jc.fm/fRhd/cwatxrte

    Dream11’s Campaign: https://go.jc.fm/fRhd/ay9tmeiw

    Brand Spotlight was an innovation for advertisers around the opening match of TATA IPL season 2024. The packages and offerings have been specifically designed to help select advertisers, no matter what the objective, category, and scale of business. Each proposition from JioCinema has been curated to enhance the brand’s proposition and increase the potential of scale and targeting possibilities they can extract on digital.