MAM

Parle Marie sets mood for ‘Adda Baazi’ with Maharashtra-focused TVCs

The new localised campaign is part of the brand's regional marketing strategy.

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/08/10/photogrid_plus_1628601300862.jpg?itok=Y8wY5iJl

Mumbai: Parle Products, one of India’s leading biscuits, snacks and confectionery manufacturers, has launched three new TVCs in Maharashtra for Parle Marie biscuit. This new localised campaign is part of the company's regional marketing strategy designed to drive engagement and build relationships with Parle. 

"By targeting multiple generations to showcase the true spirit of the local people and their cultures, Parle Products aims to achieve success in different regions with focused campaigns for customers," the company said in a statement.

The regional campaign “Jithe Story Thithay Parle Marie” resonates with the quintessential Maharashtrian experiences across generations and evokes the fun and frolic nature of ‘Adda Baazi’ (casual everyday gatherings).

The ad films are tailored to connect with the culture of Maharashtra, capturing everyday tete-a-tete in close-knit communities.

The first ad film depicting a mother and daughter bonding moment uses a play on a local Marathi proverb like ‘Gharogharimatichya Chuli’ and introduces a modern take ‘Gharoghari Fashionable Muli’ to bridge the gap between generations. The Matheran-based film showcases the traditional Marathi Powada (poetry) used for a modern-day proposal while the Anniversary film shows a lively discussion amongst women on their dream gift involving Narayanpethi, Nauvari, and Paithani sarees. The films beautifully marry the archetypal Maharashtrian stories to give them a modern twist.

Speaking about the campaign, Parle Products' senior category head Mayank Shah said, “Parle Products as a brand has its roots deeply embedded in cities and rural areas alike and as we grow in new regions, we want our communications to be reflective of the people’s traditions, way of life and the local spirit. Every Indian has their own way of jibing, bonding and internal-puns, which is very much coincidental to their way of living and culture. This campaign has been tailored keeping in mind the Maharashtrian way of life nuancing cultural codes and traditions of Maharashtra. This will make consumers relate and bond with the brand.”

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/28/bingo.jpg?itok=SVSJ7Snu
OMD Mudramax launches AI-backed media buying tool Bingo

Mumbai: OMD Mudramax, part of the DDB Mudra Group, has launched Bingo, India’s first outcome-based, AI-backed media buying tool focused on emerging brands and enterprise clients. According to a statement, Bingo took approximately 18 months from conceptualisation to launch and two patents have been...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/28/kn.jpg?itok=kt4DtPko
Kia India onboards MyungSik Sohn as chief sales officer

Mumbai: Auto major Kia India on Friday announced the onboarding of MyungSik Sohn as chief sales officer (CSO), with immediate effect.  Sohn has been associated with Kia Corp for 27 years, and during his last position, he served as general manager in China. Throughout his illustrious career with Kia...

MAM Media and Advertising People
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/28/yeddd.jpg?itok=X9AKsLFo
Yezdi makes a bold comeback with #NotForSaintHearted campaign

Mumbai: Classic Legends Pvt Ltd, the Indian company that re-introduces iconic marquee motorcycle brands in the market has launched its cult brand Yezdi with a film titled #NotForSaintHearted, that unveils its daring positioning. The campaign is live across the brand’s online platforms.  Conceived...

MAM Media and Advertising Ad Campaigns
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/28/indigo.jpg?itok=yrZUDPz2
Indigo Consulting appoints Sanjeev Kumar as senior VP

Mumbai: Indigo Consulting, a Publicis Groupe company, has appointed Sanjeev Kumar as senior vice president – customer success and operational excellence. The company's chief growth officer Krishna Chandaluri will be transitioning to lead his growth mandate as Kumar takes over the baton from him....

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/28/ritik.jpg?itok=i6DYkBw2
Games24x7 signs Hrithik Roshan as the brand ambassador of RummyCircle

Mumbai: Games24x7 on Friday announced Hrithik Roshan as the brand ambassador for online skill gaming platform, RummyCircle. As part of the partnership, Roshan will be seen in multimedia campaigns by RummyCircle, spanning across TV, digital and social media platforms.

MAM Marketing Brands
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/27/img_27012022_184513_800_x_800_pixel.jpg?itok=bbI1tRGr
India fastest-growing market globally at 14.6%: dentsu Global Ad Spend Forecast report

Mumbai: Advertising expenditure in the Asia Pacific is expected to grow by 5.9 per cent, with India being the fastest-growing market globally at 14.6 per cent, followed by the US, Russia and Canada, according to dentsu's Global Ad Spend Forecast report. Digital forecast is expected to increase 9.6...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/27/img_27012022_182221_800_x_800_pixel.jpg?itok=J3J9dxwN
D2C brand Plum ropes in Mithila Palkar as brand ambassador

Mumbai: Homegrown beauty and personal care brand Plum on Thursday announced that it has signed actor Mithila Palkar as its first-ever brand ambassador.  Starting her acting career in 2014, Mithila is known for a wide variety of roles that she has portrayed in films and web series.  She is also a...

MAM Media and Advertising People
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/27/img_27012022_175347_800_x_800_pixel.jpg?itok=83YmT8Qh
Outbrain India onboards Mehul Rao as head of engage

Mumbai: Outbrain, a recommendation platform for the open web, on Thursday announced the onboarding of Mehul Rao as head of engage in India.  Rao, who previously served as general manager-corporate at Times Internet, brings 14 years of digital and media expertise to the new role. His prior...

MAM Media and Advertising People
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/27/img_27012022_161453_800_x_800_pixel.jpg?itok=M1qx071j
Tech Mahindra recognised as fastest growing organisation in ‘Brand Strength’ by Brand Finance

Mumbai: Tech Mahindra, a provider of digital transformation, consulting, and business re-engineering services and solutions, has been recognised as the fastest-growing brand in brand strength amongst the top 15 IT services brands by Brand Finance, the global brand evaluation firm. Its brand value...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required