Campaign India Team
Nov 27, 2009

Parle Products launches new campaign for Monaco Smart Chips

Parle Products has rolled out a new campaign for its latest entrant in the health snacks category, Monaco Smart Chips. The TVC features actor Aamir Khan and has been created by Thoughtshop. Vipin Dhyani, erstwhile creative director at Everest Brand Solutions, has recently founded this creative agency. He is also the creative director of the campaign.

Parle Products launches new campaign for Monaco Smart Chips
Parle Products has rolled out a new campaign for its latest entrant in the health snacks category, Monaco Smart Chips. The TVC features actor Aamir Khan and has been created by Thoughtshop. Vipin Dhyani, erstwhile creative director at Everest Brand Solutions, has recently founded this creative agency. He is also the creative director of the campaign.
 
Said Shalin Desai, senior brand manager, Parle Products, "The category is new and is growing at a fast pace. I am sure that our brand will do well in the market. As per our studies, we realised that there exists a gap with snacks which are ‘fun’ to eat and ‘healthy’ to eat. Today’s consumers are health conscious and most of the products available in the market are not healthy, so being an early entrant we would like to capitalise on an early mover advantage. Monaco has been associated with the snack category for a long time and with this brand extension we wanted to capitalize on the high recall value of the brand.”

The task at hand for the agency was to highlight Monaco Smart Chips in an entertaining and informative way, in addition to implying the harm that unhealthy snacks cause.
 
Said Dhyani, "Normally, snacks come under the 'feel good' category and healthy products come under the 'do good' category. However Monaco Smart Chips will cover both. The idea was to bring out the message implying the harm unhealthy snacks do. People indulge into these because most of the ‘healthy snacks’ do not taste as good. Aamir has been a natural progression since he has been associated with the brand for a long time. In the TVC Aamir is targeting the people who are eating regular oily snacks with a message ‘You will need it’. We will be having 360 degree campaign to reach out to more consumers and for better recall value."

Watch the TVC here:
 


The commercial opens with Khan atop a building. He is watching over the scene below him through binoculars and sees a group of girls. He jumps of the building and walks up to a college beauty queen who is munching chips and hands her an oversized T-shirt. Similarly, he approaches a fat police officer and an obese middle-aged woman who are eating chips and hands them the same kind of t shirt. In fact, he tells them that they will soon need it. Khan then goes on to speak of the benefits of Parle Monaco Smart Chips. In the end, he spots a teenager eating Monaco Smart Chips and tells him to carry on.

The film has been shot by Amit Sharma of Chrome Pictures. The music has been composed by Samiruddin and Amit Roy is the DOP.

 

 

 

 

 

 

 

Source:
Campaign India

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