We Review Parle G’s New Campaign

by Paul Joseph on January 9, 2013 · 0 comments

Parle G is among India’s oldest and most trusted biscuits. In fact, when options weren’t plentiful and the full throttle of international and national brands hadn’t flooded the markets, Parle G was the generic name for biscuits. Then again, all that has now changed. In today’s consumer driven market, brands that are a part of folklore and our country’s history have to revamp their images to strike a chord with the current generation who is thoroughly spoilt for choice. Parle G is known and liked by kids, teens, young adults, adults and senior citizens alike but the truth is that if it wants to continue to woo people across all age groups in the coming years too, then it is imperative for the brand to advertise and get people to actively notice the brand. The need to build a connection with the new kids on the block is not desperate but it certainly is required if the brand wants to continue to enjoy its prime position in the market and the consumer’s heart. Keeping this in mind, the biscuit company has launched a new campaign called ‘ Kal Ke Genius ‘ targeted at kids (5 – 15 years) and mothers with a heavy digital focus. The campaign was launched in two phases – teaser and launch. The teaser campaign was launched on Sunday, December 30, 2012 on YouTube, Twitter, Facebook. The three teaser ads followed the same pattern – a kid up to some creative mischievous, the entry of the parent and the quintessential question thrown to the viewer – If you were a parent, how would you react? Along with the teasers, a competition to win an iPad Mini was launched on Twitter (along with the hastags #ifiwereaparent and #becurious ) and Facebook. The hashtags were taken up by eager twitteratis who almost always participate in such competitions. I went through the tweets that used this hashtag and didn’t come across anything particularly funny or amazing. On Wednesday, January 2, 2013 the complete ad was launched online which then was launched on national television on Friday, January 4, 2013. This campaign has the catchy ‘ Roko Mat Toko Mat ’ jingle and comes with the tagline, ‘Bachpan se badi koi school nahi. Curiosity se badi koi teacher nahi’. The brand has also launched thefuturegenius.com with the aim to engage audiences online. Here’s what I think of this new campaign: I think the concept is nothing we don’t already know but its treatment is polished The fact that kids are shown to have a purpose and role in the concept and advertisements and are not being used as ‘ cute ’ props is definitely pleasing The focus on digital media and the online platform is absolutely in–sync with the marketing strategies of all brands. That being said, the campaign does not delve into something extraordinary on the digital platform. The starting of a hashtag, the giving away of gifts, launching a website, etc. is pretty standard practise I think the campaign, with its message and core idea, will connect with the audience and should achieve its purpose to establishing a relationship with the younger lot. I do wish that they had launched an online game/competition calling kids to play or ‘ create ‘ something ingenious which is ethos of the campaign. I suppose they will follow this route in the months to come (I hope they do). Like I said, though the campaign does not dazzle it surely does not disappoint as is the case with more than 90% of the campaigns now-a-days. On the whole, I’d give it a 7/10. What do you make of it? Follow @Muted_Musings Looking For A Social Media Agency?? – Contact WATConsult – India’s Leading Social Media Agency

[via WATBlog.com – Web, Advertising and Technology Blog in India]

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