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Parle Products unveils Parle Platina division for premium product range
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Saturday, 06 May, 2017, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Parle Products, India’s leading biscuit and confectionery company, recently unveiled Parle Platina, a new division comprising the company’s range of premium products. While the company continues to dominate the popular segment, Parle Platina will adopt a new identity and imagery that resonates with the premium segment of consumers.
The new brand division aims to establish Parle’s strong foothold in the premium segment with a consolidation of its indulgent, aspirational products that are made of exotic ingredients like cocoa, mixed berries, real chocolate chips, etc. It will include the Hide & Seek, Milano, Mexitos and Simply Good Health ranges of products.
The launch will kick-start with a television commercial featuring the iconic chocolate chip cookies brand, Hide & Seek, which is making a comeback to television ads after two years. The new Parle Platina logo will be seen prominently on the packs of these products following the campaign launch. The idea behind the campaign is to highlight the premium and exclusive brands that come from the house of Parle and link them back to the iconic mother brand.
Mayank Shah, category head, Parle Products, said, “Parle Platina stemmed from extensive research which showed that Parle needed a rejuvenated approach to reach consumers in the premium segment. While the products in this range exude our core values of trust, and great quality they also offer indulgence, premium taste and a feeling of aspiration.
“The products in the Platina division contain ingredients that are carefully selected and sourced from around the world, making every bite a delight. Through this campaign, we want consumers to recognise that Parle caters to consumers with varying and evolved tastes and preferences,” he added.
The new campaign follows the success of Parle Products’ recent Naam Toh Suna Hi Hoga campaign. While the last campaign highlighted various brands of the company that fall under the Populars division, the new campaign brings to focus the premium product range of Parle. With over 40 brands under its portfolio, Parle aims to spread awareness about its wide offerings and the deep connection they share with the mother brand.
Harish Bijoor, brand guru and founder, Harish Bijoor Consults Inc, said, “Taking into consideration the Naam Toh Suna Hi Hoga campaign which excellently highlighted some of Parle Products’ most popular brands, it was an apt decision to launch the Parle Platina division around the same time.”
“When viewed in parallel, the campaign and the launch of Parle Platina beautifully lay emphasis on how Parle is the brand for every type of Indian consumer, be it for the masses or for the niche consumers of premium products,” he added.
Conceptualised by Taproot Dentsu, the Parle Platina television commercials, which will be released across all leading markets pan-India, are a refreshing take on one India’s most loved brands, Hide & Seek. Both ads feature a boy and a girl in two different social settings, an underwater aquarium and a flea market, who attempt to steal fleeting glances of each other and finally end up connecting over Hide & Seek.
Pallavi Chakravarti, executive creative director, Taproot Dentsu said, “Communication for Hide & Seek has always been flirty, frothy and fun. Over time, the brand has come to be associated with memorable moments and sharing, both through its imagery and in how it is consumed.”
“With our latest campaign, Don’t Hide from the One You’re Seeking, we’ve tried to take the young, sweet and romantic vibe of the brand to a new space, one that encourages healthy attraction and pitches the product as the perfect ice-breaker,” she added.
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