Ad Campaigns
Parle 20-20 tickles a funny bone to reward positive thinking
MUMBAI: Parle Products, India’s favourite FMCG brand has launched a new campaign titled, ‘Taste mein 20 out of 20’ for its leading cookie brand, 20-20.
The campaign is an honest effort from Parle to showcase everyday situations that today’s youth encounter while dealing with redundant traditional norms. It metaphorically connects forward-thinking values to 20 -20 cookies by giving full marks to characters that behave positively to unconventional thought process.
Conceptualised and crafted by Everest Productions, the campaign features five TVCs. All five TVCs display an entertaining event involving social situations affecting young adults – a mother encouraging her daughter to dress as she pleases, a father supporting her teenage daughter to travel with boys, a landlord bonding with a potential tenant from another religion, a modern twist to arranged marriages and a real estate agent supporting a live-in couple looking to rent out a house in the city. Parle’s 20-20 cookie features as an integral part of the narrative applauding each character that has moved ahead with times and is taking baby steps to gradually change orthodox social values.
Parle Products category head Mayank Shah says, “Parle 20-20 cookies was created by Parle Products for the young adults. This audience is self-aware and is re-inventing social values to make the world a better place. As we celebrate Parle 20-20’s 10 years of existence, we want to appreciate individuals who encounter these young adults and don’t judge them for their choices. We also wanted to build a strong consumer franchise by positioning 20-20 as a brand that supports this new-age thought process which is free of prejudice and extremely inclusive of change.”
Everest Brand Solutions executive creative director Pramod Sharma adds, “The brief was to create a narrative for today’s youth by keeping Parle 20-20 core values at heart. We have incorporated both these elements with a humorous twist to showcase a progressive society and positioned Parle 20-20 cookies as a reward to those who adapt to positive change easily. We hope the audience like the TVCs and it makes a good impact towards social change.”
Cookies as a category promises indulgences and delight to consumers, thought to be occasion specific snacking. With a six per cent annual growth, Parle 20-20 cookies has been successful in making consumption of category occasion independent and more frequent. Parle 20-20 cookies are available in cookies cashew, cookies butter and cookies butter-jeera variants.
The TVC will be released in 11 languages and will be sustained through a digital campaign.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
