AD Agencies
Everest tells Parle Digestive Marie means healthy snacking
MUMBAI: With the arrival of new players in the market, the brand needed to communicate its core promise to the consumers. i.e. digestive biscuit equals a biscuit meant for truly health snacking.
Everest plans to tell the consumers that ‘Taste ke liye khana hai to kuch bi khao, par health ke liye only PDM’ in the new campaign for the confectionary brand.
Everest president Dhunji Wadia said, “We wanted to come up with an eye-opener in the market. People assume ‘If it is a digestive biscuit, it has got to be healthy’. If you are genuinely concerned about your health, you just can’t eat any digestive biscuits. One needs to look closely in matters involving health, especially in a scenario, when eating digestive biscuits is the only thing you do for staying healthy. ”
Adding to that Everest NCD Rahul Jauhari said, “We took the issue head on – just having a digestive biscuit is not good enough, you need to know what goes into it. The humour route worked for us and some good performances drove the point home, albeit lightly. Blink Pictures did a fine job of partnering us in making this film idea come alive.”
The new ‘Office’ commercial brings out the brand promise through an honest and engaging discussion between a ‘health conscious’ employee and his ‘health smart’ boss.
Parle Products GM marketing Pravin Kulkarni said, “As the Indian consumers are increasingly becoming more health conscious, Digestive biscuits are becoming a part of the Indian lifestyle. The digestive category has been growing at an incredible rate in the last 3 years. One can easily relate to the ad because of its simplicity. Eating healthy snacks and biscuits has become a quick fix for maintain good health. But, is your healthy snack really healthy? Parle Digestive Marie is extremely relevant for the office going masses, which end up ignoring their health for work.”
Parle Products group product manager Mayank Shah said, “As a culture, Indians consume a wide variety of snacks but all of them are not healthy. Tasty snacks like Samosa, Patties and Pastries are full of fat. We often consume them in between meals as an instant remedy for hunger. An active lifestyle can compensate for all this fat consumed, but most of us struggle to find time to do any form of physical activity. Hence, it is extremely important to check what we eat. Parle Digestive Marie is a good substitute to the unhealthy snacks which we unknowingly consume.”
AD Agencies
Goafest 2026 set for 20–22 May in Goa
South Asia’s marquee advertising festival returns with ABBY Awards powered by One Show and promises bigger conversations on creativity and innovation
GOA: The advertising industry’s annual pilgrimage is locked in. The 19th edition of Goafest will take place in Goa from 20 to 22 May 2026, bringing together the biggest names in advertising, media and marketing for three days of ideas, networking and celebration.
Announced jointly by the Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), the festival will once again host the ABBY Awards powered by One Show 2026 — widely regarded as the region’s most coveted creative honours — recognising outstanding work across advertising and media.
Launched in 2006, Goafest has evolved into the industry’s marquee gathering, drawing more than 2,000 professionals each year. Beyond the awards, the event has become a forum for big debates, future-facing ideas and the occasional industry soul-searching.
Srinivasan K Swamy, president of the Advertising Agencies Association of India, said the festival remains a crucible for industry thought and collaboration. “Goafest has always been a melting pot of ideas, creativity and camaraderie. We aim to spark new conversations, fresh perspectives and fuel the future of advertising and marketing. It is an occasion for the industry to come together, celebrate excellence and engage in meaningful conversations about the future of our craft.”
Dheeraj Sinha, president of The Advertising Club, underlined the legacy of the ABBY Awards, now in their 57th year. “Goafest has always been synonymous with creativity, collaboration and industry excellence. The ABBY Awards powered by One Club continue to push boundaries and set new creative benchmarks year after year. In its 57th year, the awards continue to raise the bar, and this year’s edition will be even more inspiring, bringing together the brightest minds in the industry.”
For organisers, the festival has grown beyond a calendar event. Jaideep Gandhi, vice president of AAAI and chairman of the Goafest 2026 organising committee and founder of Another Idea, said the property has become a legacy for the industry. “In its 19th year, Goafest is no longer just an event — it is a legacy we are privileged to carry forward. It is a unifying force that brings together the various industry associations across advertising and marketing under one roof. I am deeply grateful to the stalwarts who envisioned this remarkable property, and it is heartening that some of them continue to be actively involved in its journey.”
The organisers promise that the upcoming edition will dial things up a notch. Mohit Joshi, co-chair of the Goafest 2026 organising committee and chief executive officer of Havas Media India, said the festival is gearing up for a bigger, more immersive format. “Over the past 18 editions, Goafest has evolved into a premier platform that celebrates creativity, innovation and the dynamic transformation of our industry. This year Goafest will be more impactful than ever. It will introduce new formats, immersive engagements and high-calibre discussions that have never been done before.”
“With a larger scale, an inspiring line-up of speakers and a focus on cutting-edge ideas,” Joshi added, “Goafest 2026 is set to redefine the way our industry comes together to learn, collaborate and celebrate.”
Co-hosted by the Advertising Agencies Association of India and The Advertising Club, the festival continues to position itself as South Asia’s premier advertising gathering — where ideas collide, creativity gets crowned and the industry takes a long, hard look at where it is headed next.
