With its “Naam Toh Suna Hoga” campaign, Parle Products reaffirmed its branded-house positioning, unifying all its offerings under a singular brand voice. Now, a year later, the makers of household names like Parle-G, Hide & Seek, and Monaco are pushing the envelope further with a high-frequency campaign designed to shift a long-standing consumer habit: getting Indians to ask for Parle Marie by name, rather than just any generic Marie biscuit.
The Challenge of Changing Habits
“Marie” has become synonymous with a biscuit type, not a specific brand—making it a category generic. Consumers typically buy it out of routine, not brand loyalty. Parle’s vice-president Mayank Shah explains the intent: “That is why we are urging consumers to ask for Parle Marie.” While the brand has produced Marie biscuits since the 1940s, the category remains crowded, with players like Britannia, ITC, McVitie’s, and Priya Gold.
Campaign Insight & Creative Execution
The ad films, crafted by Thought Blurb Communications, creatively play on this confusion. In each spot, characters face humorous chaos after asking for just “Marie,” only finding calm when they specify Parle Marie. These short, 25-second films debuted on Star Sports HD and SD during the Indian Premier League, and were further amplified online.
Media Strategy & Audience Response
To etch the brand into memory, Parle embraced repetition—perhaps a bit too aggressively. The campaign’s high frequency sparked backlash on social media, as viewers felt overwhelmed. Shah acknowledges the intensity, citing the unpredictable nature of ad placement during live sports. In response, Parle has since widened its language targeting across Star Sports to better balance exposure and avoid over-saturation.
Markets, Budget & Measurement
Launched just days ago, the campaign already underwent course correction to reduce ad fatigue. Interestingly, two-thirds of Parle Marie’s sales are concentrated in five states—Maharashtra, Karnataka, Odisha, West Bengal, and Tamil Nadu—making these priority markets for campaign effectiveness. The brand is backing this effort with a significant share of its annual marketing budget, using brand tracking and sales data to measure impact.
Conclusion
Parle Products, a legacy brand that already dominates Indian tea-time with Parle-G, is now aiming to redefine the Marie biscuit space through bold, high-frequency advertising. With a creative hook, regional focus, and strong brand equity, Parle is trying to ensure that when consumers think “Marie,” they think Parle Marie. It’s not just a campaign—it’s a category conquest in motion.
