This Durga Puja, India’s leading biscuits and confectionery company, Parle Products has launched an interesting consumer campaign for its original English Marie brand, Parle Bake Smith. This campaign brings together two beautiful cultures – Indian & British and offers revellers a chance to experience the best of both worlds.
The city of Kolkata is still steeped in the Victorian culture of evening tea spreads at 4pm sharp. In fact, tea time is one the most anticipated activities where people in Kolkata come together to discuss thoughts, ideas, jokes and anecdotes with friends and family. Taking this thought forward, extravagant replicas of Buckingham palace meeting Victoria Memorial, Chelsea football club cheering for East Bengal and Mohun Bagan Football club, London Bridge connecting Howrah Bridge, Sherlock Holmes spying on Feluda has been created at the iconic Santosh Mitra Square Durga Puja Pandal. The festive goers can experience Victorian tea time ritual with their loved ones in a surreal setting.
Parle Products introduced BakeSmith last year. Inspired by the real English Marie recipe, BakeSmith is an endeavour by the house of Parle to make tea-time more interesting. It is a rich Marie biscuit that offers superior taste than other Marie biscuits available in the market. At the Pandal, visitors also get to experience how the thought of BakeSmith Marie is prepared. A display of Mrs. Smith, Parle’s official Bake Smith mascot, baking Marie biscuits has also been set-up for the visitors.
Speaking about the campaign, Bhavin Panchamia, Group Product Manager, Parle Products said, ‘’Every year millions of people wait for the Durga Puja in Kolkata as it is a time to get together with friends and family. We wanted to make their Pandal visit more interesting by re-creating their favourite moment of the day – tea time with Parle BakeSmith, in a setting that is sure to leave them spell bound”
Pradip Ghosh, President, Santosh Mitra Square said, “It gives us immense pleasure to associate with a prestigious brand like Parle Products. Parle has been instrumental in shaping India’s chai time ritual with its multiple brands like Parle G and Parle BakeSmith. It was a perfect opportunity for us to work together on the occasion of Durga Puja and make Pandal visits, an experience of a lifetime for the festive goers.”
With strong brands like Parle G, Parle Top, Parle Magix cream doing phenomenally well in the East part of India, Parle is confident that Parle BakeSmith will capture a good share in the Marie category. Parle’s innovative campaigns in the past have yielded positive results for the brand. Consumer sentiments have also reflected how successfully Parle has gained acceptance in multiple biscuit categories in the east by offering consumers something for every occasion.
Since 1929, Parle has grown to become India’s leading manufacturer of biscuits and confectionery. As the 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 superior taste.
An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. It has made it a tradition to deliver both health and taste, with a value-for-money positioning that allows people from all classes and age groups to enjoy Parle products to the fullest.
With a reach spanning the remotest villages of India and major cities across the world, the House of Parle has become synonymous with trust, globally.