Parle Products, which revealed its premium division Platina a year ago, identifying the positive welcoming that it has received, has added new offerings like Mixed Berries Centre Filled Cookies & Hazelnut Centre Filled Cookies to its Milano range.
Along with the expansion of the range, the company giant is going all out to amplify the impact of the announcement by means of two new TVCs featuring celebrity Twinkle Khanna which will go on air this IPL. The television commercials have been filmed with a quirky undertone and communicate that one can never be too diet-conscious to indulge a little in the product.
Speaking about the campaign, Mayank Shah, category head, Parle Products, said, “Since the launch of the Platina range last May, we have observed a renewed interest among consumers towards Parle’s premium offerings. We have always been innovators across categories and while we were happy that our premium brands were being well received, we also felt the need to bring something refreshingly new to the consumers. Extensive research and understanding of our target audience’s evolving tastes led us to add new variants to the Milano range, which consequently resulted in India’s first cookie with Hazelnut filling by an FMCG brand.”
Conceptualized by Taproot Dentsu, the campaign will feature two TVCs which send out a message that a cookie is all about savoring the good taste and enjoying a great feeling and not something that is necessarily frivolous. The brand features this as an integral part of the TVC narrative, where Khanna breaks the fourth wall and shares her own witty take on fitness-related clichés like having a six-pack or a size zero figure, using the product packs.
Pallavi Chakravarty, executive creative director, Taproot Dentsu, said, “In times where balance and perfection are being chased and when indulgence is frowned upon, our task was to carve out a special guilt-free place in the minds of consumers for a rich, delicious cookie like Milano. The idea that followed was to approach it from an individual’s perspective, bringing out the importance of irreverent self-pampering.”