Parle Products Prioritises Causes Over Traditional Advertising
Parle Products, known for iconic brands like Parle-G, Krackjack, Monaco, Hide&Seek, and 20-20, holds a special place in the hearts of consumers who have grown up with these legacy products.
In an exclusive conversation with BW Marketing World, Mayank Shah, Senior Category Head at Parle Products, shared insights about the company's advertising practices and the significance of brand association.
While talking about advertising spending, Shah said that the company do not spend more than 5 per cent of the budget on it, saying "We spend less than 5 per cent of our budget on advertising. However, certain brands may have slightly higher or lower spends, but it never exceeds 5 per cent.”
Later, he highlighted the significant role of advertising. "Advertising plays a very important role in terms of communicating to consumers, not just about the products but also strengthening the association with the brands," said Shah.
Shah highlighted the importance of building and developing a long-lasting bond with consumers, saying, "A lot of work happens in terms of continuing association with consumers and creating a strong bond. There is a sense of nostalgia, old stories, and brand love that we witness through consumer feedback and user-generated content (USG)."
He said that Parle Products goes beyond traditional advertising, actively engaging in causes that align with their values.
"Parle-G are not into just advertising, they are up for taking certain causes and we’ve stood by those causes,” said, citing the example of a popular jingle, ‘roko mat toko mat,’ sung by Piyush Mishra and written by Gulzar, which conveyed a powerful message about encouraging children to explore and try new things while nurturing their potential.
Reflecting on the impact of the Covid-19 pandemic, Shah noted a shift in Parle's communication approach.
"We observed that the prolonged isolation had made children self-centered. Our current communication for Parle-G revolves around the theme of sharing and helping others. We believe that by bringing joy to others, one becomes the real genius," he explained.
Through a fusion of nostalgia, storytelling and a focus on shared values, Parle Products continues to connect with its loyal customer base while exploring new paths for growth and innovation.
