Brands
Parle-G reminisces about India’s journey on 73rd Republic Day
Mumbai: Reminiscing the yesteryears of India’s redefining moments, food company Parle Products celebrates the spirit of a sovereign India in its Republic Day film. Tracing the journey of its flagship brand Parle-G, the film depicts the journey of the homegrown brand as the country evolved from penning the history with its independence movement to the present era of new normal, over a span of seven decades.
Voicing the narrative is veteran thespian Piyush Mishra, whose earthy tone adds a whole new dimension to the film. To create this special film, Parle Products sourced various footage through different sources ranging from Getty to the Films Division and took special permissions from Getty and Films divisions. “The film has been released on digital platforms and garnered over 12 million views across all platforms already,” said the company.
Conceptualised by creative agency Please See in partnership with Reliance Entertainment, the film uses archival footage of major milestones and glorious moments to talk about the freedom movement in the 1930s, 1971 war, India’s first World Cup win in the 1980s, iconic Bollywood characters ‘Raj and Simran’ to the successful space mission and then India’s successful creation of Covid-19 vaccines.
All of these are interspersed with a perfect amalgamation of Parle-G from its launch in the 1930’s (Parle Gluco) to the pack version of today, which has been present at different intervals of history with the message ‘years changed, but we stayed the same,’ depicting its unchanged taste and popularity.
“Just as Parle Products stands for a swadeshi brand, our brand Parle-G is often referred to as ‘Desh Ka Apna Biscuit.’ We feel extremely proud and fortunate to be a part of India’s journey from pre-Independence time to the present day,” said Parle Products senior category head Mayank Shah. “The film carries a degree of nostalgia as important events from the past play out in front of viewers. Just as the country crossed milestones over the years, so did Parle Products and gradually Parle-G has retained itself as the go-to product when one thinks of a biscuit.”
“In circulation for 79 years, we have kept the taste intact with no change in the flavor of the Parle-G ever since it was first sold in 1939. Parle shall continue to remain an integral part of the nation and with the coming years we hope to be a part of many such achievements – furthering our course with the country,” he further said.
Brands
Zepto names Saurabh Kabra vice president for non-trade advertising
Former blinkit and ITC executive to drive Zepto’s ad-led growth
BENGALURU: Zepto has elevated Saurabh Kabra to vice president—non-trade advertising, partnerships and catalogue, underscoring the quick-commerce firm’s push to deepen high-margin revenue streams beyond deliveries.
Based in Bengaluru, Kabra will lead the strategic expansion of Zepto’s advertising and partnerships ecosystem. He was previously senior director and head of the non-trade advertising business, where he played a central role in building the company’s ad-led monetisation playbook.
Since joining Zepto, Kabra has worked closely with the chief executive’s office on strategic initiatives, contributing to the company’s rapid scale-up in India’s intensely competitive quick-commerce market. His elevation comes as platforms increasingly court brand advertising to steady margins and diversify revenue.
Before Zepto, Kabra held senior growth roles at Blinkit, serving as associate director of growth and city CEO for Hyderabad, where he led regional expansion and operational scaling.
Earlier in his career, he spent several years at ITC Limited, managing brands such as Classmate and Paperkraft and overseeing sales operations in the personal care business. He is an alumnus of Indian Institute of Management Calcutta.
Industry executives view the appointment as a clear signal that Zepto is sharpening its focus on advertising, partnerships and catalogue-led monetisation: areas increasingly discussed by investors as critical to improving unit economics in quick commerce.
