Indian biscuit manufacturing brand Parle-G has rolled out a series of five films with the aim to reposition the brand as the 'Staple biscuit of India'.
Parle-G is a staple in India, like rice and pulses, and the brand hopes that this campaign will be a celebration of relationships that are seldom acknowledge but without which, life is not quite the same.
The campaign, titled #YouAreMyParleG, is conceptualised by Taproot Dentsu and features different people recognising the people who have made a difference in their life.
The film 'Chess' features a student thanking his teacher reminiscing his childhood days when his teacher would give him a pack of Parle-G biscuit if he won and extra-classes on losing. As a result of her motivation and encouragement, he wins the World Chess championship and calls her his Parle-G (the person who inspired him).
Mayank Shah, category head, Parle Products said: ‘’Over the years, Parle-G was strongly positioned as a staple given that it is associated with health and nutrition. However, a consumer research that we conducted recently revealed that Parle-G has moved beyond being a staple and is now an emotion.
"Through this campaign, we want to celebrate that emotion and the bond a consumer has with Parle-G by showcasing how there are relations in our life which are never acknowledged but have played a significant role in making us who we are.”