Parle has rolled out a campaign, 'Asli Khushi,' (real happiness), for Parle 20-20 cookies.

Conceptualised by Thought Blurb Communications, the campaign consists of three films, each portraying an unexpected situation. In each of the films, the protagonist is caught up in a situation where they have no option but to smile and get through it. Once they are out of it, they no longer have to keep a fake smile and get to experience 'Asli Khushi,' which they get by eating the cookies.

What we think about it: Built on the idea of 'Yun hi smile mat karo, dil se khush ho jao,' (Don't put on a fake smile, be happy from the heart), the campaign has tried to integrate a quirky and humorous tone in the films. The three bite-sized films have managed to spread the brand message across but in a predictable narrative. 

Mayank Shah, vice president, Parle Products, said, “We tried this new brand message last year and tested it out. The market response was positive, so we decided to put our full effort behind it. All marketing initiatives were directed towards supporting the brand message. Still, no caution has been thrown to the wind and everybody knows that a brand message needs to grow in stages.”

Renu Somani, national creative director, Thought  Blurb Communications, said, “It was interesting looking for an alternate take on the tagline. Last year, we were trying to establish the idea, and needed the films to simply explain the direction of the messaging. We now have the confidence to push the envelope outward.”

Vinod Kunj, chief creative officer, Though Blurb Communications, said, "The Parle team and our agency worked together to bring this multi-language campaign together. It was important to monitor how every market was reacting to the message. Broadcast, digital and social platforms were kept in check. We are all excited to see this campaign go further along the way in building the brand’s equity.”

CREDITS:

Client: Parle Products

Vice president: Mayank Pravinchandra Shah

Brand manager: Megha Thakare

Deputy brand manager: Alok Anand

Chief creative officer: Vinod Kunj

National creative director: Renu Somani

Writers: Renu Somani, Israa Khan, Srushti Damle and Meet Karan Singh

Executive director: Nidha Luthra

Associate vice president: Israa Khan

Brand solutions executive: Timiha Kunj