Another leap back in time in new Parle Milano TVC

Parle Milano's new TVC once again features Hrithik Roshan, who's been the face of the brand for half a decade. The commercial builds on its 2006 campaign which was set in Italy and now takes a creative leap back to the battlefields of the Roman Empire. The film is rounded off with the brand’s baseline: ‘There is a secret behind every Milano.’

Vipin Dhyani, founder and chief creative director of Thoughtshop, explained the link between the brand and its baseline: "The preparation of such a delicious cookie is no less than a top secret. The whole process of cookie consumption and the urge to learn the recipe by a princess is aesthetically collaborated with pure love, real romance and extreme indulgence."

The grain effect and the booming voiceover used in the TVC intend to give the impression of an epic film. Roshan first appears in battle leading his troops to war but is however conquered by the beauty of the enemy princess. Later that night he steals into her quarters and produces a Milano biscuit for her to eat. Images follow of the ‘secret’ cookie production he teaches her, and she gets swayed by his cookie courtship. The final scene depicts Roshan feeding his princess the biscuit on top of a hill overlooking the ongoing battle, and ends with him declaring, "Who needs to fight to win a war?" As Vipin Dhyani explained, "Here, the cookie is both peace maker and the reason for blooming love."

Credits:

Client: Parle
Client team: Client: Shalin Desai, senior product manager
Agency: Thoughtshop
Writer and creative director: Vipin Dhyani
Servicing: Cyrus Maneckji, business manager
Production house: Blink Picture, Mumbai
Film director: Indrajit Nattoji