Parle takes on stereotypes; rewards those with unorthodox thinking

Parle Products has rolled out five new films part of a campaign for its 20-20 cookies. The films have been conceptualised by Everest Brand Solutions. 

 

The films take on everyday situations that the youth could encounter. One film (above) shows a mother supporting her daughter's choice of a dress she wants to buy. 

 

 

Another shows a typical arranged marriage meeting between a boy and a girl. The girl reveals that she's had boyfriends in the past. The boy isn't worried by that and tells her that as long as there won't be one in the future, he'd like to marry her.

Mayank Shah, category head, Parle Products said, ‘’Parle 20-20 cookies was created by Parle Products for the young adults.  This audience is self-aware and is  re-inventing social values to make the world a better place. As we celebrate Parle 20-20’s ten years of existence, we want to appreciate individuals who encounter these young adults and don’t judge them for their choices. We also wanted  to build a strong consumer process which is free of prejudice and  franchise by positioning 20-20 as a brand that supports this new -age thought extremely inclusive of  change”.

 

Pramod Sharma, Executive Creative Director,Everest Brand Solutions said, "The brief was to create a narrative for today’s youth by keeping Parle 20-20 core values at heart. We have incorporated both these elements with a humorous twist to showcase a progressive society and positioned Parle 20-20 cookies as a reward to those who adapt to positive change easily. We hope the audience like the TVCs and it makes a good impact towards social change”.