Parle-G’s ad plan tweaked to reinforce consumer belief: Category Head, Parle
Mayank Shah on how the 'You Are My Parle-G' campaign during IPL followed by being aired on GECs has worked for the brand
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Parle-G, the iconic 80-year-old biscuit brand, recently tweaked its advertising strategy and rolled out a series of ads, You Are My Parle-G, that ran during IPL and is rumoured to be part of the brand’s Rs 30-crore communication plan.
Mayank Shah, Category Head, Parle Products, chatted with exchange4media on how the campaign has worked out for the brand and the way ahead.
Talking about the idea behind the change in campaign strategy, Shah said that over the years, the brand has built an emotional connect with people and the new ads show this relationship that consumers have with Parle-G.
“Over the years, Parle-G was strongly positioned as a staple as 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 relationships in our life which are never acknowledged but have played a significant role in making us who we are,” Shah said.
“Our vision is to reinforce consumer belief in the brand,” he added.
Shah contended that the campaign has helped generate a fair amount of buzz around Parle-G. “We started it during IPL and then took a 10-day break and then started again on GECs. We’re glad that we’ve been able to receive a good response for it. People are getting nostalgic about it and have been praising it on the digital medium too,” he said.
He explained that the association with IPL has been important. “It is the only property which gives brands such a Pan-India reach. IPL gives you the unique, unduplicated reach in one go,” said Shah.
He added, “Parle-G is far more widely-accepted than many of our other brands. We have communication targeted at different consumer groups.”
Shah says that the consumer purchase of Parle-G is not a spontaneous or impulsive buy but a planned one.
Speaking about the marketing mix and its allocation, he said, “While digital is a significant part of the spends for Parle-G, India is still relatively skewed towards the mass medium, which is TV. And so, it becomes a major part of our marketing spends.”
Mayank Shah, Category Head, Parle Products, chatted with exchange4media on how the campaign has worked out for the brand and the way ahead.
Talking about the idea behind the change in campaign strategy, Shah said that over the years, the brand has built an emotional connect with people and the new ads show this relationship that consumers have with Parle-G.
“Over the years, Parle-G was strongly positioned as a staple as 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 relationships in our life which are never acknowledged but have played a significant role in making us who we are,” Shah said.
“Our vision is to reinforce consumer belief in the brand,” he added.
Shah contended that the campaign has helped generate a fair amount of buzz around Parle-G. “We started it during IPL and then took a 10-day break and then started again on GECs. We’re glad that we’ve been able to receive a good response for it. People are getting nostalgic about it and have been praising it on the digital medium too,” he said.
He explained that the association with IPL has been important. “It is the only property which gives brands such a Pan-India reach. IPL gives you the unique, unduplicated reach in one go,” said Shah.
He added, “Parle-G is far more widely-accepted than many of our other brands. We have communication targeted at different consumer groups.”
Shah says that the consumer purchase of Parle-G is not a spontaneous or impulsive buy but a planned one.
Speaking about the marketing mix and its allocation, he said, “While digital is a significant part of the spends for Parle-G, India is still relatively skewed towards the mass medium, which is TV. And so, it becomes a major part of our marketing spends.”
