Among the plethora of brands from Parle Products, Parle wafers are the latest addition. The brand was launched during IPL 2011 with a theme built around cricket. Parle’s Wafers initially launched as ‘Musst Chips’ in April’08 in Maharashtra which was then extended nationally in a phased manner. In July’10 the brand was re-launched as ‘Parle Wafers’ bringing a younger appeal to it and building on the equity of Parle.
Talking exclusively to mediavataar.com, Krishna Rao, Group Product Manager, Parle Products said “Musst Chips was initially launched in the year 2008, and was later revamped to Parle’s Wafer in 2011. The revamp was done to reposition Parle Wafers and connect with the youth of today, someone who is stylish and wants to flaunt himself.
This move has been beneficial to the brand as we also released TVC campaigns for the same. Last year we released the campaign around IPL and this year too we released TVC’s, extending the same concept beyond cricket, to other aspects of target audience’s life.”Parle’s Wafers, made with the choicest of handpicked potatoes, is delicious and delightfully crunchy and is available in six exciting flavours – Tangy Tomato, Cream & Onion, Classic Salted, Masala Masti, Red Chilli Achaar and Aloo Chaat. These wafers come in three sizes priced Rs. 5, Rs. 10 and Rs. 20 targeting a wide consumer segment ranging from youth to family groups.
The company has launched its new set of TVCs recently. The major aim to do the new TVCs was to carry forward the Parle’s Wafers message of ‘Parle’s Wafers khaane kaa match jeetaane ka, aapka kya hai funda’ to other aspects of its TG’s life. The campaign also intended to capture the imagination and to connect more with younger audiences.
Talking about tapping the younger consumers, Rao stated “The creative brief was selected keeping today’s youth in mind. Our objective was to capture the minds of young consumers and their behavior. With the new TVCs, we are taking forward the message of ‘Parle’s Wafers Khaane ka Match Jeetaane ka, Aapka kya hai Funda’ to occasions beyond cricket. “
Social networking sites have become extremely popular today, Facebook being the most. The youth connects very well with it. Keeping in mind the target audience of the product, Parle came up the FB funda for their new TVC, with the belief that it leads to a favorable outcome each time you bite Parle’s Wafers, so that youngsters can relate well with it.
In the first TVC we see a cool nerd surfing the net in the middle of the night. He picks up a Parle’s Wafers Classic salted wafer from the pack and a Hot Girl’s friend request pops up. He is very happy. He picks up another wafer and receives one more similar friend request. The boy is amazed and sees a connection here as he realizes as what is happening. He picks another wafer and the happiness continues…
The second TVC revolves around the ‘jhappi funda’. In which we see a young couple ‘hanging out’ on their first date on a park bench. They look conscious and it’s kind of an awkward situation. Just then, the boy eats a Parle’s wafer and out of nowhere lightning strikes. The girl gets very scared and hugs the boy involuntarily. The couple is surprised and wonders as to ‘What just happened?’ The boy has another wafer the same thing happens all over again. Now the boy realizes the connection and mischievously smiles and has another bite….
This is the Jhappi funda, Parle’s wafers khaneka, what’s your funda?
“Parle’s Wafers khaaneka, aapka kya hai funda”
Parle is one of the oldest biscuit brands in the country and has evolved as everybody’s favorite, reflecting this, Rao said “Parle Products has been in the market for more than 80 years. Largely our products are liked by all age groups, however from marketing and positioning perspective youth are the major focus area for us.”
When asked about the leading competitor graduating to baked chips, Rao affirms “Healthy snacks category is at a nascent stage in India and slowly its picking up. At this point we are present in the healthy snacks category through some of our biscuits portfolio like Actifit Cream Cracker, Digestive Marie.”
The campaign has been designed by Everest Brand Solutions, Mumbai, and team consisted of Pramod Sharma, Samir Chonkar and Rahul Jauhari.
Source: mediavataar.com