Campaign: Parle Wafers khaaneka match jeetaneka, aapka kya hai funda
Brand: Parle Wafers
Company : Parle Products
Agency: Grey India
The Campaign
Parle Wafers is the new revamped version of ‘Musst Chips’ which was not doing well in the market. With this re-launch, the brand aims to connect with the youth, its target group. This is a campaign launched during the Indian Premier League (IPL) and uses the insight of people being superstitious while watching a cricket match. The campaign, created by Grey India, consists of three TV commercials ? Stretch, Slap and Head ? which bring out the superstitions that fans hold on to during a cricket match.
This particular spot ‘Stretch’ opens on a young man watching the game and eating Parle Wafers. He eats some chips and then stretches and as soon as he stretches, the batsman hits a four. The young man gets excited and superstitious, as the ?connect? between the wafer and the match hits him. He then quickly eats a wafer and stretches before every shot, and uncannily this seems to work. The spot closes on the voice over, “Parle Wafers khaaneka – match jeetaneka, aapka kya hai funda?”
Our Take
The campaign uses an interesting proposition related to cricket about viewers being superstitious. However, the execution looks slightly forced. The films do not seem to break the clutter. Parle did a good job of creating interesting and clutter breaking communication for the re-launch of Parle Full Toss with magician Ugesh Sircar. However, this re-launch could have definitely been more edgier and interesting.
RATINGs