Biscuits and confectionery manufacturer, Parle Products, which unveiled its premium division ‘Platina’ a year ago, has now taken a step further to strengthen the range’s position in the market. The company has added offerings like Mixed Berries Centre Filled Cookies and Hazelnut Centre Filled Cookies to its Milano range. The FMCG giant is also going all out to augment impact of the announcement by means of two new TVCs, conceptualised by Taproot Dentsu, featuring Twinkle Khanna. Both ads will go on air this IPL.
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.”
Commenting on her association with Parle for the TVCs, Twinkle Khanna said, ‘’Having grown up on many of Parle’s products which still ring in much nostalgia, I was instantly excited to be part of this series of TVCs. I identified with the messaging, tone and treatment of the TVCs right from the word go as I personally feel that you need to have a good balance between health and indulgence.”
Ayesha Ghosh, General Manager, Taproot Dentsu Mumbai, 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 Milano cookies. The idea that followed was to approach it from an individual’s perspective, bringing out the importance of irreverent self-pampering. The fact that Twinkle Khanna personally identified with the messaging, further spurred off the idea for us to also add the element of ‘There’s a me in every Milano’ in the TVCs. Overall, the ads have been shot in a manner to remind people that every now and then, it’s okay to listen to your heart, give in to a craving and bite into that tempting cookie!”
The TVCs will go on air this week and run exclusively on IPL followed by a fullfledged high impact media plan.
Earlier Twinkle Khanna had also agreed to promote kitchen and bath design brand Kohler for their upcoming campaign on colours in the bathroom.
“I really admire what Kohler has been able to create over the past 145 years,” said her.