Parle latches on to mother vs child battle over milk for new campaign

Parle Products 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, Mayank Shah, Senior Category Head, Parle Products 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.”

The creative agency behind the Milk Shakti campaign, thought blurb, 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.

Vinod Kunj, CCO & Managing Partner, thought blurb 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.”