IPL in India is very similar to Super bowl in terms of crazy fans and commercialization. Marketers invest lots of money and efforts to create ads that resonate with audience and helps in brand recall. Vodafone Zoo Zoo is an interesting case (may be in some other post someday). The impact of IPL is such that main sponsor VIVO is giving tough competition to Apple and Samsung because of the extensive reach of IPL to nook and corners of India.
However, this post is about the biscuit king Parle. It has come up with very interesting ad where it informs that two of its products Monaco (for adults) and Happy Happy (cookies for kids) both are made by Parle. It ends with tagline ‘Naam to suna hi hoga’, a very famous dialogue in Bollywood world. The interesting part is the stress on parent brand association with the two product brands. The question is why it was needed?
If one visits any retail store nowadays, and checks the biscuit gallery, its like browsing through amazon kind of variety. Biscuits in all types, forms, taste and so many brands. Biscuits are food items and in this category, the trust (and recall) of brand is of utmost importance. Consumers may try a different variety as an experiment, but regular buy is of the brand which is trusted. And here, Parle is undisputed king mainly due to its Glucose biscuits. That’s where the amazing strength of being from ‘Parle’ plays out. Though, Monaco is well known than Happy Happy, but to stress the two brands as from Parle is genius stroke. This not only strengthen the two brands but takes advantage of the legacy of Parle built over a period of 90+ years (since 1929) with unparalleled trust and credibility in the brand. Watch this ad and share your views.
However, this post is about the biscuit king Parle. It has come up with very interesting ad where it informs that two of its products Monaco (for adults) and Happy Happy (cookies for kids) both are made by Parle. It ends with tagline ‘Naam to suna hi hoga’, a very famous dialogue in Bollywood world. The interesting part is the stress on parent brand association with the two product brands. The question is why it was needed?
If one visits any retail store nowadays, and checks the biscuit gallery, its like browsing through amazon kind of variety. Biscuits in all types, forms, taste and so many brands. Biscuits are food items and in this category, the trust (and recall) of brand is of utmost importance. Consumers may try a different variety as an experiment, but regular buy is of the brand which is trusted. And here, Parle is undisputed king mainly due to its Glucose biscuits. That’s where the amazing strength of being from ‘Parle’ plays out. Though, Monaco is well known than Happy Happy, but to stress the two brands as from Parle is genius stroke. This not only strengthen the two brands but takes advantage of the legacy of Parle built over a period of 90+ years (since 1929) with unparalleled trust and credibility in the brand. Watch this ad and share your views.