Campaign : Mobile Phone
Brand: Parle Full Toss
Company : Parle Products
Agency: Grey India
The Campaign
The Campaign: For this campaign, Grey India roped in magician Ugesh Sircar to perform a few tricks using the Parle Full Toss pack and sticks. Unsuspecting people on the streets comprise the audience for Sircar’s impromptu magic show. The motive was to get ordinary people to engage with the brand and record their reaction. A number of virals were created with this footage to be uploaded on Youtube.
Four of these viral films were then made into TV commercials including this one. In this particular film, Sircar first puts a Full Toss stick inside a mobile phone and then eventually pulls out the stick from the phone with his fingers. The audience around him is left amazed. After that, he looks into the camera and says, ?Asli magic toh isme hain?, as he tucks into a pack of Parle Full Toss.
In the overall campaign, after each trick, models distributed samples of the product, converting the stunt into a sampling exercise and reaching out to consumers in malls, parks, schools and streets.
Our Take
Recently, Parle Products’ group product manager B Krishna Rao had said that snacks was one segment where Parle was trailing behind and the brand had ?not been able to cut much teeth in the last three years since we forayed?. The brand now seems to be focusing on correcting that.
Parle Full Toss is the new revamped version of Parle’s earlier product Musst Stix. The film, if considered on its own, does not really stand out. The tricks and then the final proposition of ‘Asli magic to isme hai’ do not really gel. However, it is indeed refreshing to see that the brand has taken an unusual face for the campaign–magician Ugesh Sircar.
Also, the campaign, if taken in its entirety, seems quite interesting as the TV ads, virals, PR activity and activation were all rolled into one. It is a very good example of an integrated exercise. It definitely adopts a clutter-breaking approach in the highly cluttered snacks category.
ratings