India’s leading biscuits and confectionery company, Parle Products recently unveiled Parle Platina, a new division comprising Parle’s range of premium products. While Parle continues to dominate the popular segment, Parle Platina will adopt a new identity and imagery that resonates with the premium segment of consumers. The new brand division aims to establish Parle’s strong foothold in the premium segment with a consolidation of its indulgent, aspirational products that are made of exotic ingredients like cocoa, mixed berries, real chocolate chips etc. It will include the Hide & Seek, Milano, Mexitos and Simply Good Health range of products.
The launch will kick-start with a TVC campaign during season 10 of IPL, featuring the iconic chocolate chip cookies brand, Hide & Seek, which is making a comeback to TV ads after 2 years. The new Parle Patina logo will be seen prominently on the packs of these products following the campaign launch. The idea behind the campaign is to highlight the premium and exclusive brands that come from the house of Parle and link them back to the iconic mother brand.
Speaking about the campaign, Mayank Shah, Category Head, Parle Products said, “Parle Platina stemmed from extensive research which showed that Parle needed a rejuvenated approach to reach consumers in the premium segment. While the products in this range exude our core values of trust, and great quality they also offer indulgence, premium taste and a feeling of aspiration. The products in the Platina division contain ingredients that are carefully selected and sourced from around the world, making every bite a delight. Through this campaign we want consumers to recognize that Parle caters to consumers with varying and evolved tastes and preferences.”
The new campaign follows the success of the recent ‘Naam Toh Suna Hi Hoga’ campaign. While the last campaign highlighted various Parle Products brands that fall under the ‘Populars’ division, the new campaign brings to focus the Premium product range of Parle. With over 40 brands under its portfolio, Parle aims to spread awareness about its wide offerings and the deep connection they share with the mother brand.
Harish Bijoor, brand guru and founder, Harish Bijoor Consults Inc. says, “Taking into consideration Parle’s recent ‘Naam Toh Suna Hi Hoga’ campaign which excellently highlighted some of Parle Products’ most popular brands, it was an apt decision to launch the Parle Platina division around the same time. When viewed in parallel, the campaign and the launch of Parle Platina beautifully lay emphasis on how Parle is the brand of every type of Indian consumer, be it for the masses or for the niche consumers of premium products.”
Conceptualized by Taproot Dentsu, the Parle Platina TVCs are a refreshing take on one India’s most loved brands- Hide & Seek. Both ads feature a boy and a girl in two different social settings, an underwater aquarium and a flea market, who attempt to steal fleeting glances of each other and finally end up connecting over Hide & Seek. The treatment of the TVCs are off the beaten and leaves the viewers with a feeling of warm-heartedness owing to the adorable premise of the ads.
Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “Communication for Hide & Seek has always been flirty, frothy and fun. Over time, the brand has come to be associated with memorable moments and sharing, both through its imagery and in how it is consumed. With our latest campaign, ‘Don’t Hide from the One You’re Seeking’, we’ve tried to take the young, sweet and romantic vibe of the brand to a new space, one that encourages healthy attraction and pitches the product as the perfect ice-breaker.”
The TVCs will be released pan India across all leading markets.
You can view both the TVCs here-
Flea Market: https://youtu.be/6fSxfwgWUVo