Parle Products had recently assigned its creative duties to Thoughtshop following a multi-agency pitch. Now, a TVC conceptualised by the agency is on air.
The film features a thief breaking in, while the man of the house is asleep. The thief opens the locker and takes out all the cash and jewellery. As he's about to make his exit, he notices a bowl of Melody chocolates. He stops and picks one. The next frame shows him waking up the sleeping inhabitant to ask him, 'Yeh Melody itni chocolaty kyun hain' (Why is this Melody so chocolaty?). The man wakes up. He ties up the thief in some sort of a torture chamber, and tells him 'Melody khao, khud jaan jao' (Eat Melody, find out for yourself).
B Krishna Rao, deputy marketing manager, Parle Products, said, "We aim to increase the brand recall through the new communication strategy targeting the youth. The purpose is to create the chocolaty urge by breaking a monotonous situation with a humorous twist. In association with Thoughtshop, we plan to roll out the campaign through TVC, print and radio."
Vipin Dhyani, founder and CCO, Thoughtshop, said, "It is always a privilege to work on an iconic brand under the Parle Products umbrella. Melody's tagline itself reinforces the chocolaty property of the brand, and thus we take the onus to carry forward the brand thought, continuing the legendary quest.”
The film went on air on 23 January 2016.
Client: Parle Products
Client team: Pravin Kulkarnii (GM), BK Rao (deputy marketing manager)
Creative agency: Thoughtshop Advertising and Film Productions Mumbai
Writer: Vipin Dhyani