Parle Products launches its new Ad Campaign for ‘Kaccha Mango Bite’
~ Amitabh Bachchan on board as Brand Ambassador ~
December, 2013: Parle Products, India’s largest biscuit, confectionery and snacks manufacturer has roped in Amitabh Bachchan yet again as the brand ambassador for its confectionary brand Kaccha Mango Bite. The brand owns the taste by positioning it as an exact copy of a raw mango – “Kacche Aam ka Xerox”.
The TVC is inspired by childhood playfulness where Mr. Bachchan throws a stone towards a mango tree. Aiming at some raw mangoes, he misses and the stone breaks a glass window. The owner of the house, a middle-aged lady – comes running out and is surprised to see Mr. Bachchan. He apologetically replies that he was reminded of his childhood and couldn’t control himself after spotting raw mango
es tree s. The lady then calls out to her son and asks him to bring Raw Mangoes. The kid brings out Parle Kaccha Mango Bite candies and Mr. Bachchan enjoys them.
The taste of a raw mango is very unique and strong, an essence that blends perfectly with Amitabh Bachchan’s enigmatic image and persona. While Kaccha Mango Bite has always been popular with kids, the objective of its ad campaign is to make Kaccha Mango Bite popular among adults by making a strong connect with their childhood.
Mr. Shalin Desai, Group Product Manager, Parle Products said, “Kaccha Mango is popular for its flavor and well established amongst our target audience. The tantalizing Khatta-Meetha taste of raw mango is a favorite amongst children as well as adults. Mr. Bachchan has a magnificent personality and a strong connect among Indians across age groups. He embodies an exemplary blend of both style and performance, making him the ideal choice to endorse our products. The goodwill and reputation he has built over the last 3 decades compliments our own, built over the last 8 decades. His remarkable appeal which spreads across all sections of people in the country, compliments our brand communication."
Commenting on his association with Parle, Mr. Amitabh Bachchan said, “Parle has always been the most loved brand in the country amongst all age groups and we have a nostalgic connection with the brand. I am thrilled to be a part of Parle’s new campaign.”
About Parle Products
Parle Products has been India’s largest manufacturer of biscuits and confectionery for over 80 years. Makers of the world’s largest selling biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even to the remotest villages of India, the company has definitely come a very long way since its inception. Many of the Parle products – biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a multi-million dollar company.