Campaign India Team
Apr 18, 2016

Parle ‘rediscovers’ recipe, traces Bakesmith’s origin to make ‘Original English Marie’ claim

Watch the campaign conceptualised by Everest Brand Solutions here

Parle has launched a film for its Bakesmith Marie biscuits conceptualised by Everest Brand Solutions. The film seeks to establish that these are the ‘Original English Marie’ biscuits.
The film opens with a suited Englishman setting off from his office to board a ship, as the voice over announces that this is the story of the people who made Parle. He reaches London in the quest for the recipe for the perfect Marie, and learns of the legend of Mrs Smith, billed by newspapers on front pages as ‘England’s famous Marie baker’. She offers him her recipes, including her secret Marie recipe, which Parle claims to have rediscovered now. Parle Bakesmith is introduced as ‘The Original English Marie’.
 
Krishnarao Buddha, deputy marketing manager, Parle, said, “Parle had its fair share of struggle in the Marie space for many years for lack of differentiation till it rediscovered the original English recipe. With a great brand name and an international looking packaging topped with the original English recipe, we expect to meet the prospects’ expectations. To communicate the unique proposition, we mandated Everest Brand Solutions to tell the story in a most interesting manner. We are delighted with the outcome and we are confident to achieve our set objectives.”
 
Pramod Sharma – ECD (West), Everest Brand Solutions, said, “Great brands are all about great stories. We had a lovely story to narrate and change the way Marie biscuits are advertised. The script is simple. The treatment is truly international.   I’m very happy with the film. It positions Parle BakeSmith as a premium offering in a cluttered scenario. The film is an outcome of months and months of hard work. Every step was a challenge. We had to find the perfect face for Parle’s founder and Mrs. Smith’s character. We had to get that era right, beginning from costumes, location, props, vehicles and lot of other things. I would really like to thank my client Parle, the director and the production house who have helped us deliver a great film."
 
Aradhana Bhushan – VP, Everest Brand Solutions, said, “The brand objective of BakeSmith is to uniquely own the classic Marie space. Hence the campaign was built on the route the ‘Original English Maire’.”
 
Credits
Client: Parle
Brand: BakeSmith Marie
President: Dhunji S Wadia
Chief creative officer: Rahul Jauhari
ECD and copy: Pramod Sharma
Vice president – Aradhana Bhushan
Client servicing- Harish Suvarna
Production house: Chris Chros Films
Producer: Vijay Pereira
Source:
Campaign India