{"id":12403,"date":"2018-08-07T06:06:57","date_gmt":"2018-08-07T06:06:57","guid":{"rendered":"http:\/\/faceinews.com\/?p=12403"},"modified":"2018-08-07T06:06:57","modified_gmt":"2018-08-07T06:06:57","slug":"parle-20-20s-new-campaign-tickles-a-funny-bone-to-reward-positive-thinking","status":"publish","type":"post","link":"https:\/\/www.faceinews.com\/?p=12403","title":{"rendered":"Parle 20-20\u2019s New Campaign Tickles a Funny Bone\u00a0 To Reward Positive Thinking"},"content":{"rendered":"

\n\"20-20<\/a><\/h3>\n

\"Faceinews<\/a><\/p>\n

Chennai,August2017:\u00a0 <\/strong>Parle Products, India\u2019s favourite FMCG brand has launched a new\u00a0 campaign\u00a0 titled, \u2018Taste mein 20 out of 20\u2019 for its leading cookie brand, Parle 20-20. The campaign is an honest effort from Parle to showcase everyday situations that today\u2019s youth encounter while dealing with redundant traditional norms. It metaphorically connects forward thinking values to 20 -20 cookies by giving full marks, i.e\u00a0 20 out of 20 to characters that behave positively to unconventional thought process.<\/p>\n

Conceptualized\u00a0 and crafted by Everest Productions , the campaign features five TVCs.\u00a0 All the five TVCs display an entertaining event involving social situations affecting young adults- A mother encouraging her daughter to dress as she pleases, a father supporting her teenage daughter to travel with boys,\u00a0 a landlord bonding\u00a0 with a potential tenant from another religion, a modern twist to arranged marriage and a real estate agent supporting a live-in couple looking to rent out in the city. Parle\u2019s 20-20 cookie features as an integral part of narrative applauding each character that has moved ahead with times and is taking baby steps to gradually change orthodox social values.<\/p>\n

\"20-20<\/a><\/p>\n

Speaking about the campaign, Mayank Shah, Category Head, Parle Products said<\/strong>,\u00a0 \u2018\u2019Parle 20-20 cookies was created by Parle Products for the young adults.\u00a0 This audience is self-aware and is\u00a0 re-inventing social values to make the world a better place. As we celebrate\u00a0 Parle 20-20\u2019s ten years of existence, we want to appreciate individuals who encounter these young adults and don\u2019t judge them for their choices. We also wanted\u00a0 to build a strong consumer franchise by positioning 20-20 as a brand that supports this new -age thought process which is free of prejudice and\u00a0 extremely inclusive of\u00a0 change\u201d.<\/p>\n

Pramod Sharma, Executive Creative Director,Everest Brand Solutions<\/strong> ”\u00a0 The brief was to create a\u00a0 narrative for today\u2019s 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\u201d.<\/p>\n

Cookies as a category promises indulgences and delight to consumers, thought to be occasion specific snacking. With a 6% annual growth, Parle 20 20 cookies has been successful in making consumption of category occasion independent and more frequent.\u00a0 Parle 20-20 cookies are available in\u00a0 three variants: Cookies Cashew, Cookies Butte and Cookies Butter-Jeera<\/p>\n

The TVC will be released in 11 languages and will be sustained through a digital campaign.<\/p>\n

You can view these advertisements, here:<\/p>\n

Engagement:https:\/\/youtu.be\/kZu-FDgqOfo<\/a><\/p>\n

\u00a0<\/a><\/u><\/p>\n

Short Dress: https:\/\/youtu.be\/3K2iWDZjJOg<\/a><\/p>\n

\u00a0<\/a><\/u><\/p>\n

Biryani: https:\/\/youtu.be\/Vkc_wV2yMOY<\/a><\/p>\n

\u00a0<\/a><\/u><\/p>\n

Bodyguard: https:\/\/youtu.be\/bA-IL5IuwGk<\/a><\/p>\n

\u00a0<\/a><\/u><\/p>\n

Live in couple:https:\/\/youtu.be\/3w4ZIZGTbQE<\/a><\/p>\n

 <\/p>\n

Credits:<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Client<\/td>\nParle Products Pvt Ltd<\/td>\n<\/tr>\n
Team<\/td>\n\u00a0<\/strong><\/p>\n

Mayank Shah, BinayakMitra and Amar Kadam<\/p>\n

\u00a0<\/strong><\/td>\n<\/tr>\n

Agency<\/td>\nEverest Brand Solutions<\/td>\n<\/tr>\n
President<\/td>\nDhunjiWadia<\/p>\n

 <\/td>\n<\/tr>\n

Chief Creative Office<\/td>\nRahul Jauhari<\/td>\n<\/tr>\n
Executive Creative Director<\/td>\nPramod Sharma<\/td>\n<\/tr>\n
Director<\/td>\nVivekDaschaudhary<\/td>\n<\/tr>\n
Production House<\/td>\nElements<\/td>\n<\/tr>\n
Film Head<\/td>\nHarish Mishra<\/td>\n<\/tr>\n
Business Team<\/td>\nHarish Suvarna<\/td>\n<\/tr>\n
Strategy Team<\/td>\nNavonilChatterjee<\/p>\n

 <\/td>\n<\/tr>\n

Creative Team<\/td>\nPramod Sharma, Samir Chonkar, Rahul Jauhari<\/p>\n

 <\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

<\/h2>\n","protected":false},"excerpt":{"rendered":"

Chennai,August2017:\u00a0 Parle Products, India\u2019s favourite FMCG brand has launched a new\u00a0 campaign\u00a0 titled, \u2018Taste mein 20 out of 20\u2019 for its leading cookie brand, Parle 20-20. The campaign is an honest effort from Parle to showcase everyday situations that today\u2019s youth encounter while dealing with redundant traditional norms. It metaphorically connects forward thinking values to […]<\/p>\n","protected":false},"author":2,"featured_media":12404,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28],"tags":[],"class_list":["post-12403","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-value-added-services"],"_links":{"self":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts\/12403","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=12403"}],"version-history":[{"count":1,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts\/12403\/revisions"}],"predecessor-version":[{"id":12406,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts\/12403\/revisions\/12406"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/media\/12404"}],"wp:attachment":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=12403"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=12403"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=12403"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}