Campaign details

Brand: Parle 20-20
Brand owner: Parle Products Pvt Ltd
Lead agency: Rediffusion
Contributing agencies: Please See
Country: India
Industries: Bread, cake, biscuits
Media channels: Public relations, Social media, Television
Budget: 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 level. It championed progressive thinking and new-age values, and celebrated an inclusive society free of prejudice. In the process, it refreshed its brand narrative, grew sales by 30%, and increased its salience and consideration scores.

Market background and cultural context