Parle Monaco pitches itself as companion for every occasion

Parle has rolled outs an advertising campaign to show the versatility of its biscuit brand, Monaco.
The campaign created by Everest Brand Solutions features nine five-second spots. Each spot shows an occasion and how Monaco is consumed during that occasion. One spot shows a scene from a kitty party, another shows students in a college canteen, a third features a mother packing her child’s lunch box, while a couple is shown consuming Monaco on a long drive in another film. The rest of the films show children playing and having Monaco, a party where it is served, Monaco as a tea time snack, as a companion for TV viewing, and even while waiting at the bus stop.

On the campaign, Pravin Kulkarni, general manager, marketing, Parle Products, said, “Monaco is a brand that is consumed across the SECs. The product nature is versatile in use and appeals to a cross section of taste buds. It can be consumed along with tea, as toppings or with dips. Today’s lifestyle induces them to munch on the move with hours spent out of home. We wanted to use the mass appeal of the brand and put together a collage of daily life instances where Monaco can be used.”

Shalin Desai, group product manager, Parle Products, added, “Monaco has the recall of and is consumed as a biscuit as well as a snack. We wanted to portray the numerous moments and situation where Monaco is already being used or could become a choice. The TVCs drive people in a series of individual moments paced throughout the day to experience the magic of Monaco in bite-size portions.”

On the communication challenge, Dhunji Wadia, president, Everest Brand Solutions, said, “Five seconds is a tough concept. It is incredibly short to view so the communication needs to be crisp and connect instantly else it can get lost. Nine TVCs in a similar vein, yet differentiating, take a lot of ideating, messaging and brand connect. Here each TVC spells out in a fun manner - product, use, audience and message.”

The media duties for Monaco is handled by Havas Media. On going with five-seconders, Mohit Joshi, managing director, Havas Media India, explained that that the strategy of using high frequency over reach was to bring the brand across repeatedly through the day.

He added, “The repetitiveness of the five seconds draws the triggers into long term memory giving another reason for Monaco time. Frequency being achieved, reach was also delivered garnering relevant GRPs.”