Parle Products has unveiled its latest campaign for Parle Magix, titled ‘Masti Ka Fix’, aimed at celebrating imagination and positioning the product as a companion for everyday moments of fun. The campaign uses storytelling rooted in exaggeration and spontaneity to build stronger emotional engagement with consumers.
At the centre of the campaign is a film that follows a young boy and his friend as they explore whether Parle Magix truly has ‘magic’. What begins as a simple question evolves into a series of imaginative scenarios, including parting crowds on a busy street, disrupting a gym environment and fast-forwarding time at school. These sequences are designed to reflect everyday situations reimagined through a playful and exaggerated lens.
The narrative approach focuses on universal themes of curiosity, mischief and imagination, positioning the biscuit as a trigger for these experiences. Rather than focusing on product features, the campaign builds a lifestyle association, linking the brand with moments of light-hearted escape within daily routines.
The ‘Masti Ka Fix’ platform reinforces Parle Magix’s positioning as an accessible and indulgent snack that fits seamlessly into various consumption occasions, including work breaks, social interactions and family time. The emphasis is on transforming routine moments into engaging experiences, aligning with broader trends in snacking communication that prioritise emotional relatability over functional messaging.
Mayank Shah, chief marketing officer at Parle Products, said, “Parle Magix has always stood for adding joy to everyday moments. With ‘Masti Ka Fix’, we have built on a simple insight, people naturally bring imagination and fun into the ordinary. This theme allowed us to create a campaign that is both relatable and memorable, using storytelling to drive stronger brand recall and engagement. Through this, we aim to deepen our connect with consumers and reinforce Magix as a playful, affordable treat that fits seamlessly into everyday snacking moments.”
Carlos Pereira, chief creative officer and founder at Carlos Creatives, said, “The idea was to bring alive the exaggerated imagination that people experience every day. We wanted to create a world where a simple biscuit could unlock moments of magic and mischief. ‘Masti Ka Fix’ captures this beautifully, blending relatability with playful storytelling that resonates widely.”
The campaign reflects a shift towards narrative-driven brand building within the biscuit category, where differentiation is increasingly achieved through storytelling and emotional connection. By focusing on imagination and playful exaggeration, the campaign aims to stand out in a competitive FMCG landscape.
The rollout follows a 360-degree strategy, spanning television and digital platforms to maximise reach and engagement. This integrated media approach is designed to ensure consistent messaging across touchpoints while targeting a broad consumer base.
Launched in 2010, Parle Magix has built a presence in the cream biscuit segment with variants including Chocolate, Orange, Elaichi, Strawberry and dual flavours such as Mango-Pineapple and Mango-Coconut. The campaign leverages this established familiarity while refreshing the brand’s narrative to align with contemporary consumer expectations.
Through ‘Masti Ka Fix’, Parle Products continues to position Parle Magix as a brand that blends affordability with enjoyment, using storytelling-led communication to reinforce its role in everyday snacking occasions.
