Parle Products strengthens Platina range through expansion of Milano
Hyderabad : India’s leading biscuits and confectionery manufacturer, Parle Products, which unveiled its premium division ‘Platina’ a year ago, has now taken a step further to strengthen the range’s position in the market. Identifying the positive reception that the Platina range has received over the past one year from consumers who wish to try premium offerings from the house of Parle, the company has added unique offerings like Mixed Berries Centre Filled Cookies & Hazelnut Centre Filled Cookies to its indulgent Milano range. The addition of new variants to Parle’s most premium chocolate chip cookie offering comes on the back of the love that Platina’s flagship product Milano has enjoyed since its launch in 2006. Parle Products has launched the variants with a focused approach, tying up with select chains to make them available to a targeted audience.
Along withexpansion of the Milano range under Parle Platina, the FMCG giant is going allout to augment impact of the announcement by means of two new TVCs featuringcelebrity Twinkle Khanna which will go on air this IPL. The televisioncommercials have been filmed with a quirky undertone and communicate that onecan never be too diet-conscious to indulge a little in a delicious Milanocookie.
Speakingabout the campaign, Mayank Shah, Category Head, Parle Products said, “Since the launch of thePlatina range last May, we have observed a renewed interest among consumerstowards Parle’s premium offerings. We have always been innovators acrosscategories and while we were happy that our premium brands were being wellreceived, we also felt the need to bring something refreshingly new to theconsumers. Extensive research and understanding of our target audience’sevolving tastes led us to add new variants to the Milano range, whichconsequently resulted in India’s first cookie with Hazelnut filling by an FMCGbrand”.
Conceptualizedby Taproot Dentsu, the campaign will feature two TVCs which send out a messagethat a cookie is all about savouring good taste and enjoying a great feelingand not something that is necessarily frivolous. The brand features this as anintegral part of the TVC narrative, where Twinkle Khanna breaks the fourth walland shares her own witty take on fitness-related clichés like having a six-packor a size zero figure, using Milano packs.
Commentingon her association with Parle for the TVCs, Twinkle Khanna said, “Having grown up on many of Parle’sproducts which still ring in much nostalgia, I was instantly excited to be apart of this series of TVCs. I identified with the messaging, tone andtreatment of the TVCs right from the word go as I personally feel that you needto have a good balance between health and indulgence. Milano’s exotic rangecomes in variants like Chocolate chip cookies, Dark Choco Centre FilledCookies, Hazelnut Centre Filled Cookies & Mixed Berry Centre Filled Cookiesand these make for the perfect guilty pleasure every once in a while”.
PallaviChakravarti, Executive Creative Director, Taproot Dentsu said, “In times where balance andperfection are being chased and when indulgence is frowned upon, our task wasto carve out a special guilt-free place in the minds of consumers for a rich,delicious cookie like Milano. The idea that followed was to approach it from anindividual’s perspective, bringing out the importance of irreverentself-pampering. The fact that Twinkle Khanna personally identified with themessaging, further spurred off the idea for us to also add the element of‘There’s a me in every Milano’ in the TVCs. Overall, the ads have been shot ina manner to remind people that every now and then, it’s okay to listen to yourheart, give in to a craving and bite into that tempting cookie!”.