Parle Magix, a cream biscuit brand from Parle Products, has rolled out a campaign that has been conceptualised by thought blurb Communications.
The campaign consists of films that highlight how children can be imaginative and encourages them to pursue their curiosity within.
The first film ‘wrestling’, showcases two siblings munching Parle Magix and overlooking a fight for vegetables from their balcony. The simple fight at the vegetable vendors cart is transformed into a wrestling match ring with the two ladies battling it out and the vegetable seller as the referee. The film showcases how Parle Magix made the curious children turn a melancholy fight into something extravagant through their imagination.
The second film ‘gym’, features two boys on a park bench snacking on Parle Magix and laughing at a couple exercising using the equipment at the park. The setting in the minds of these children turns into a Tarzanesque scenery, with the husband and wife swinging around from one tree to the other.
Mayank Shah, senior category head, Parle Products, said, “A child’s imagination does not follow a pattern that is logical. They give a comical and bizarre twist to everyday situations that are often invisible to adults. This is the insight on which this campaign is built. It seeks to be relatable to a child and to entertain them.”
Vinod Kunj, partner CCO, thought blurb Communications, said, “The client’s brief was to establish a connection with children. So we decided not to tell them how good our product is, just tell them that their world is fantastic. The creative team took a hike into the world of children and came back with this really whacky campaign.”
Shahid Hussain, creative director, thought blurb Communications, said, “Children think in a completely different manner. In comparison to adults, their way of seeing things is marked by unbridled imagination, and absolutely devoid of conventional logic. Parle Magix encourages the ceaseless curiosity of these children as they enjoy the process of knowing and growing.”
Nidha Luthra, executive director, thought blurb Communications, added, “The films are based on a simple consumer truth. All children have a whacky/wild side hidden inside them. Our task was to encourage children to bring that ‘imaginative’ side out. The moment Parle Magix is inside you; your wild side lets itself out. Thus was born, 'Magix Andar, Masti Bahar'(Magix inside, fun outside)."