Campaign India Team
Jun 27, 2014

Parle Marie creates bonding over conversations in ‘Apna Circle’

Watch the ad film conceptualised by Everest Brand Solutions here

wide player in 16:9 format. Used on article page for Campaign.
Parle Products has launched an ad campaign around the theme of 'Apna Circle' for Parle Marie biscuits. The TVCs conceptualised by Everest Brand Solutions, went on-air on 20 June. 
Set in various situations, the four ad films have been created around the brand idea of 'Baatcheet, bakbak aur Parle Marie' (chit-chatting and Parle Marie), and features various social 'circles'.  The TVCs highlight the meeting of friends and conversations that follow; be it the camaraderie amongst youngsters while discussing love interests, gossip sessions about husbands and mothers-in-law while munching on a pack of Parle Marie, a conversation companion.
The TVC titled ‘Parle Marie Chattaholic’ shows a group of youngsters in an old-style eatery reminiscent of Kolkata's addas. One of the guys sends a message 'I Love You' to his girlfriend over a chat app and takes a bite of Parle Marie biscuit. Another guy from the group jokes that he will end up getting married over chat itself. The girl teases that he will eventually have kids on chat too and she goes ahead and takes a bite of the biscuit. The friends laugh along with the waiter who laughs the loudest. The ad film ends with the voiceover saying 'Ye hai chattaholic circle. Inki choice Parle Marie. Apna Circle.' 

‘Parle Marie HiFi Circle’ shows four ladies seated at a table munching on Parle Marie biscuits when a man, dressed for golf, waves out to one of the ladies who is his wife. One of the women at the table comments that her husband looks smart these days. The wife wittily responds saying 'share kar lein?' (should we share (him)?) and the group bursts out laughing. Voiceover describes this group as 'Ye hai HiFi circle. Inki choice Parle Marie. Apna Circle.'

The film, ‘Parle Marie Open Minded’  shows a group of college students sitting together where one of the boys looks annoyed. After going through his phone, he laments that all girlfriends are the same. A girl sitting by him who is helping herself to a pack of Parle Marie teases him saying that he should opt for a boyfriend instead. Another friend pretending to be his 'boyfriend' sits by the boy jokingly bothering him as they all laugh at the friend's expense. The ad film ends with the voiceover saying 'Ye hai open minded circle. Inki choice Parle Marie. Apna Circle.' 

‘Parle Marie Social Media’ opens with a group of women gossiping over Parle Marie biscuits about their mother -in-laws. The lady draws the analogy of the relative being like a Facebook 'wall' where she 'shares' the 'status' (read: happenings) at home with everyone she knows. The ad film ends with the voiceover saying 'Ye hai social media circle. Inki choice Parle Marie. Apna Circle.' 
Pravin Kulkarni, general manager – marketing, Parle Products said, “Chit-chatting with friends is an integral part of Indian culture. The East zone is a very big market for Parle Marie and the films have been influenced by the Bengali concept - ‘Adda’. Everyone can relate to this concept of circles because all of us belong to one circle or another, be it college buddies, friends at the gym or those we meet at clubs. Through ‘slice of life’ situations, Parle Marie aims to connect with these special circles.”
Mayank Shah, Group Product Manager, Parle Products said, “The campaign captures regular casual situations perfectly. Moments that are spent with a close group of friends should always be fun and relaxed and our aim was to associate Parle Marie with comfort, amusement and a part of every friend circle.”   
Brand: Parle Products
Clients: Pravin Kulkarnii, Mayank Shah, and Shruthi Sudevan
Creative agency: Everest Brand Solutions
Creative team: Rahul Jauhari (NCD), Pramod Sharma (ECD)
Account management: Umesh Barve, Jay Thaker
Film director: Imtiaz Ali
Production house: Magik Lantern Film
Campaign India

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