Understanding Parle’s Ad Campaign Strategies: A Legacy of Success Spanning Decades

Parle Products Private Limited, an Indian food and confectionery giant, has cemented its position as a household name, largely due to its iconic Parle-G biscuit, often dubbed the "perfect tea companion."

Founded in 1929 by the Chauhan family in Vile Parle, Mumbai, Parle has grown into the world’s largest-selling biscuit brand, with net sales exceeding 162 billion INR in 2022. The secret behind Parle’s enduring success lies in its strategic advertising campaigns, which blend nostalgia, affordability, and emotional storytelling to resonate with India’s diverse consumer base.

Parle’s advertising journey began in the pre-Independence era with its "Freedom from British Campaign," positioning Parle Gluco biscuits as a desi alternative to British brands. This nationalist sentiment struck a chord, establishing Parle as a trusted Indian name. By the 1980s, as competition grew, Parle rebranded its flagship product to Parle-G and launched its first television commercial (TVC) on Doordarshan with the slogan “Swaad Bhare Shakti Bhare” (Tasteful and Energetic). This campaign, crafted by Everest Brand Solutions, emphasized the biscuit’s taste and energy, appealing to families across socio-economic classes.

A pivotal moment came in the 1990s when Parle faced challenges penetrating Tamil Nadu’s market. The company launched a groundbreaking campaign featuring Shaktimaan, India’s beloved superhero, as its brand ambassador. The “Meet Shaktimaan” event drew over 100,000 attendees, boosting Parle-G sales from 50 tons to 2,000 tons monthly in the region. This campaign showcased Parle’s knack for leveraging cultural icons to connect with younger audiences, a strategy that remains integral to its playbook.

Parle’s campaigns often tap into emotional storytelling, reflecting Indian values like selflessness and family bonds. The “G Maane Genius” campaign, for instance, celebrated children’s ingenuity, while “You Are My Parle-G” honored mothers’ sacrifices, resonating deeply with Indian households. The “Roko Mat Toko Mat” campaign addressed children’s psychology, encouraging parents to nurture their curiosity. These emotionally charged narratives, paired with the tagline “Jo auron ki khushi mein paaye apni khushi” (Finding happiness in others’ joy), have reinforced Parle’s image as a brand that cares.

Affordability is another cornerstone of Parle’s strategy. By maintaining low prices—starting at Rs. 1 for products like Londonderry and Cafechino—Parle ensures accessibility for all income groups. During the COVID-19 pandemic, its cost-effective Parle-G packets became a staple for NGOs and government agencies, driving unprecedented growth. Parle’s ability to balance high production volumes with quality has kept prices competitive, fostering consumer loyalty.

In recent years, Parle has embraced digital marketing, allocating 15-20% of its ad budget to platforms like Facebook, Instagram, and YouTube. Campaigns like #BuildAReceipePicks during the lockdown encouraged consumers to share recipes using Parle products, fostering engagement. Parle Agro, its beverage arm, has also leveraged celebrity endorsements from stars like Alia Bhatt and Ram Charan to promote products like Frooti and SMOODH Lassi.

Parle’s success stems from its adaptability, consumer-centric approach, and emotional resonance. By aligning with India’s evolving preferences while staying true to its core values of quality and affordability, Parle continues to thrive, proving that a well-executed ad strategy can turn a humble biscuit into a global phenomenon.

Connect with Us