Parle 20-20: A cookie's take on the world

Parle, one of India's largest confectionery companies, used a light-hearted multichannel campaign to promote its cookie brand to millennials in a fresh way and grow brand love.

Campaign details

Brand: Parle 20-20Brand owner: Parle Products Pvt LtdLead agency: RediffusionContributing agencies: Please SeeCountry: IndiaIndustries: Bread, cake, biscuitsMedia channels: Public relations, Social media, TelevisionBudget: 500k - 1 million

Executive summary

Parle, one of India's largest confectionery companies, made its cookie think bigger and encouraged India to think better!

Cookies have always communicated only taste and ingredients, but Parle's cookie brand, Parle 20-20, went beyond and approached a fresh new segment (millennials) in a fresh new way – by connecting at a thought and values...

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