Parle G is the only product that consumers immediately connect with the corporate brand Parle and that is going to change soon.
Parle Products Pvt. Ltd has formed a new division called Parle Platina that will handle its premium products. The aim of this new division is to establish a strong foothold in the premium segment by consolidating indulgent and aspirational products from Parle’s current portfolio including Hide & Seek biscuits, Milano cookies, Mexitos nacho chips and its Simply Good range of nutritious products.
According to the media reports, the launch of the new division will begin with a television commercial that will be aired during the ongoing Indian Premier League (IPL) cricket tournament featuring Hide & Seek. While Parle’s last campaign, with the tag line Naam toh suna hoga (You would have heard of the name), highlighted brands under its so-called popular division, the new campaign will focus on its premium range.
Conceptualised by Taproot Dentsu, both the TVCs feature a boy and a girl. One TVC is set in an underwater aquarium and the other is set in a flea market. In the first TVC, the boy tries to steal fleeting glances at the girl, who notices this. They both finally end up connecting over Hide & Seek. Similarly, in the second TVC, it is the girl trying to steal glances at the boy and they too end up bonding over a packet of Hide & Seek.
While the manufacturing and distribution strategy remains the same, the products under the new division will have the Parle Patina logo displayed prominently on its packs.
The premium range currently contributes around 15 percent to the company’s total revenues. Parle Products category head Mayank Shah expects this to grow to 20 to 25 percent in the next eighteen months.