Parle Products has introduced a new campaign for Parle Krackjack, leveraging humour and short-format storytelling to bring alive its ‘sweet and salty’ duality. The digital-first campaign is designed to engage fast-scrolling audiences through high-energy, snackable content aligned with contemporary consumption patterns.
Built around the line ‘Krack ke Sweet jhatke, Jack ke Salty phatke, Parle Krackjack…!!’, the campaign centres on the brand’s core product truth. It translates this duality into character-driven storytelling, featuring comedians Kiku Sharda and Krushna Abhishek. Sharda represents the ‘sweet’ persona, while Abhishek embodies the ‘salty’ counterpart, creating a contrast that mirrors the product’s flavour profile.
Moving away from traditional long-format narratives, the campaign adopts a series of short, gag-based films. Each execution is structured around rapid punchlines, visual humour and quick transitions, ensuring immediate engagement and recall. The films aim to deliver concise bursts of entertainment while reinforcing the brand message ‘Sweet bhi, Salty bhi…!!’.
The creative strategy reflects a shift towards bite-sized content formats that resonate with digital-first audiences. By focusing on brevity and humour, the campaign seeks to cut through clutter and maintain attention in an environment characterised by high content volume and reduced attention spans.
Mayank Shah, chief marketing officer, Parle Products, said, “Krackjack has always enjoyed a distinctive space in consumers’ minds with its unique sweet and salty taste. With this campaign, we are building on that core proposition in a format that aligns with how audiences consume content today, quick, engaging, and entertaining. Our focus is to drive stronger top-of-mind recall by delivering bite-sized, high-impact humour that resonates instantly. By bringing together Kiku and Krushna, we are amplifying the brand’s duality in a way that feels both relatable and memorable, while strengthening Krackjack’s relevance among younger, digital-first consumers.”
Sharda said, “Krackjack has always been a snack I have enjoyed, so being part of this campaign felt very natural. What I really liked is the format, quick, fun, and straight to the point. It captures those light, everyday moments of entertainment that people relate to, much like the ‘sweet’ side I bring into the films.”
Abhishek added, “What makes this campaign exciting is the playful banter and the contrast we bring to each film. The ‘salty’ side has a mischievous edge, and that’s something I have had a lot of fun exploring. The short, punchy format makes it even more engaging, and I think audiences will really connect with that energy.”
The campaign will roll out in phases, beginning with teasers followed by a full-scale digital launch across platforms. This phased approach is intended to build anticipation while sustaining engagement over time.
The campaign blends nostalgia with a contemporary execution style. While Krackjack’s ‘sweet and salty’ proposition remains unchanged, its expression is adapted for modern media habits through humour-led, quick-consumption formats.
With this initiative, Parle Krackjack aims to strengthen its connection with younger audiences while reinforcing its legacy positioning. The campaign demonstrates how legacy brands can remain relevant by reinterpreting core product truths through platform-specific content strategies.
