Biscuit and confectionery major Parle Products has rolled out a TV campaign – ‘Pehle waali baat’ for its marquee brand Parle-G. The campaign comprises of eight TVCs conceptualised by Everest Brand Solutions.
The TVCs depict ‘slice of life’ situations featuring people from various walks who are unhappy. They grumble about issues ranging from their present scenario, politicians, newspapers, fabrics, to the way festivals are celebrated and so on. They look back at earlier days and complain that these no longer have the same ‘baat’ (quality). One of the TVCs has a young girl complaining about the quality of contemporary writers saying that they do not have the ‘Pehle waali baat.’ She is comforted by her friend who hands over a pack of Parle-G and says that it has “wohi pehle waali baat.” Similarly, one of the TVCs features a policeman complaining about the present lot of politicians. Another one has a man seated in a theatre, commenting on the current actresses, while another TVC features an elderly man amongst group of old men exercising at a park speaking about the newspapers and so on.
The films highlight the consistency of Parle-G through the years.
Mayank Shah, group product manager, Parle Products, said, “Research points out that even the idea of slightest change in Parle-G is strongly resisted by our customers. Although our packaging has evolved over the years, but the core product is still the same.”
Pravin Kulkarnii, general manager, Parle Products, said, “The TVCs capture the simple human insight of comparison. It is a natural tendency to compare the current with the past. Everest has harnessed this simple insight through various ‘slice of life’ situations to point out the consistent quality of Parle-G.”
Dhunji Wadia, president, Everest Brand Solutions, said, “Parle-G’s been the gold standard in biscuits over the years. Quality is at the core of the brand. This is the main reason for the brand’s success over the years. Not many brands connect with the consumers as Parle-G does. With millions of loyal consumers, it has achieved a cult status in the market. Parle-G is truly a people’s brand today.”
Rahul Jauhari, NCD, Everest Brand Solutions said, “The comparison fits in perfectly, while most things lose their charm with time, brands like Parle-G have stood the test of time and won the trust of consumers worldwide.”
Samir Chonkar, ECD, Everest brand Solutions said, “Most Indians have grown up with Parle-G. We all have our stories with the brand. People often miss the ‘Pehle Waali Baat’ in everything. Be it, the great leaders from yesteryears or simple stuff like saris and newspaper content, the falling quality levels are clearly noticed. Luckily there are brands like Parle-G, which have held their ground and delivered consistently on all the parameters, year after year. In this ever-changing world, Parle-G is like an anchor. It’s like a bond which connects us with our legacy; a support system for the present and a reassurance for the future.”
Client: Parle Products
Group product manager: Mayank Shah
Creative agency: Everest Brand Solutions
National creative director: Rahul Jauhari
Executive creative director: Samir Chonkar
Strategic planning director: Ravi Walia
Account management team: Umesh Barve, Jay Thaker
Production house: Caramel Pictures
Film Director: Wishal Gehani