Parle Products has recently launched a captivating campaign for its beloved biscuit brand, KrackJack. This new campaign, created by Thought Blurb Communications, features three entertaining films that revolve around the comical escapades of Krack and Jack, portrayed by the talented duo Dharmesh Yelande and Raghav Juyal. These characters bring to life the brand’s tagline: “Sweet and Salty saath jab aaye, baat ban jaaye,” as they embark on hilarious adventures filled with sweet and salty perspectives.
Parle Krackjack Ads: A Legacy of Laughter
The humorous legacy of KrackJack dates back to the 90s when Boman Irani and Vijay Patkar took on the iconic roles. In the noughties, Swapnil Joshi and Gaurav Gera carried the torch forward, and now, after a decade, the brand has found new energy with Raghav Juyal and Dharmesh Yelande at the helm.
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Mayank Shah’s Insights
Mayank Shah, senior category head at Parle Products, shares his thoughts on the evolution of KrackJack over the years. “Krackjack is the first biscuit in India to find that magical spot in the consumer’s palate with a flavour that tickles sweet and salty taste buds. When the flavour is so out-of-the ordinary, how can its communication not be unusual? Over the years, the characters Krack & Jack, have endeared themselves to audiences across the country. Every new generation resonates with these sweet and salty characters. Dharmesh and Raghav are new age celebrities with a wide fan following among the youth. More importantly, we chose them because we felt they have a spontaneity in their repartee, which is key to the brand’s communication.”
Vinod Kunj’s Perspective
Vinod Kunj, founder and chief creative officer, Thought Blurb Communications echoes the sentiment and explains the challenges, “It’s a big challenge to work on a legacy brand like Krackjack with a high decibel legacy communication. When we got the brief we were clear that we have to carry forward the torch to the next generation of audiences across India. Not only do we have to appeal to a wide section of audiences across socio economic segments, we also had to touch their funny bone. Evidenced by the viewer responses we have received, the execution seems to have hit the bull’s eye. The dash of rollicking humour coating the films make them entirely enjoyable.”
Renu Somani’s Creative Execution
Renu Somani, National Creative Director at Thought Blurb, sheds light on the creative process behind the campaign. The initial inspiration for the campaign came from KrackJack’s unique flavor profile—sweet yet with salty undertones. This duality guided the tone and direction of the entire campaign. The concept of “contrarian views working towards a common goal” perfectly encapsulated the essence of KrackJack. This idea harmoniously aligns with the brand’s claim, “sweet aur salty saath jab aaye, baat ban jaaye.” The creative team worked diligently to ensure that Dharmesh and Raghav translated this unusual combination of opposing viewpoints into a fun and entertaining experience for viewers.
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Wrapping up: New campaign of Parle Krackjack
KrackJack’s latest campaign, featuring the lovable duo Krack and Jack portrayed by Dharmesh Yelande and Raghav Juyal, carries forward the legacy of laughter that has been a hallmark of the brand’s communication since the 90s. With its sweet and salty charm, KrackJack continues to delight consumers of all ages. The campaign’s clever humor and engaging storyline resonate with audiences across India, ensuring that the brand remains a favorite snack choice for generations to come. So, the next time you indulge in a KrackJack biscuit, remember the sweet and salty magic that brings people together, just as it does with Krack and Jack.
