![]() Available in three variants including cashew, butter and butter-jeera, the brand is sold in more than three million stores in the country. Parle Products said that 20-20 is their second biggest brand after Parle-G growing at 6% annually. We have incorporated both these elements with a humorous twist to showcase a progressive society and positioned Parle 20-20 cookies as a reward to those who adapt to positive change easily," said Pramod Sharma, executive creative director, Everest Brand Solutions. “The brief was to create a narrative for today’s youth by keeping Parle 20-20 core values at heart. The television campaign is being promoted across 11 languages along with a digital leg. We wanted to build a strong consumer franchise by positioning 20-20 as a brand that supports this new-age thought process which is free of prejudice and extremely inclusive of change," said Mayank Shah, category head, Parle Products. ![]() This audience is self-aware and is re-inventing social values to make the world a better place. Brands available in the cookie category talk only to housewives or the older age group. Parle-Glucose biscuits won the world selection award in Geneva in 1976.“Parle 20-20 cookies was created by Parle Products for the young adults because it was completely an underserved segment. It has received recognition for its consistent and consistent quality. Parle-G has also risen to become India’s number one FMCG brand. It was the first indigenous biscuit brand to break the 5000 crore barrier. ![]() Because of its low cost, it is the most popular biscuit. Parle-G is the most popular biscuit brand in India. Farzi Cafe, for example, has created a Parle G cheesecake, and Mumbai’s 145 has a Parle G Eatshake! In fact, the biscuit has become so popular that some restaurants have begun to use it to create high-end desserts. That equates to approximately 100 million packets of Parle G per month, or 14,600 crore biscuits per year, or 121 biscuits per 1.21 billion Indians. Today, the company boasts astounding monthly sales figures of over a billion packets. These flawlessly executed campaigns, as well as the biscuits’ consistent quality, have been key factors in the brand’s long-term success. Its most recent campaign, “ Woh Pehli Waali Baat“, has people in different scenarios talking of changes that have taken place over the years. The jingle, for which Gulzar lent his pen and Piyush Mishra lent his voice, celebrates “ Kal ke Genius“. From “ G Maane Genius” and “ Hindustan ki Taakat“ to “ Roko Mat, Toko Mat,” Parle- G’s fun yet relatable advertisements helped it transform its image from one-dimensional to multi-dimensional - from an energy biscuit to a source of strength and creativity.įor example, its 2013 advertising campaign encourages parents to give their children the freedom to pursue their dreams. Since then, Parle products have not looked back. Quickly an inventive television commercial was rolled out in which a burly Dadaji and his precocious grandchildren sang in chorus - “ Swaad bhare, Shakti bhare, Parle-G.” In 1998, Parle-G found a quirky brand endorser in Shaktiman, the desi superhero from Indian television who was hugely popular with Indian children. To avoid duplication by small biscuit manufacturers (who sold their low-quality biscuits in a similar yellow wax paper), the packaging was changed to low-cost printed plastic. Then in the year 1980, Parle Gluco was rebranded as Parle G, with the ‘G’ standing for glucose. However, it did a little to outshine Parle’s competitors. The new packaging included a yellowish wax-paper with a plump little girl imprinted on it (an illustration by Everest Brand Solutions), along with the brand name and company’s red-coloured logo. Parle got a solution – the company decided to create a packaging that would make them unique while patenting its own packing machinery. In 1960s, Parle products saw the market getting crowded with new glucose biscuits, like Britannia’s first glucose biscuit brand, Glucose D, which was even endorsed by Gabbar Singh (Amjad Khan’s character in Sholay) and people, at that time, would just ask shopkeepers for glucose biscuits. In an advertisement, the company pleaded with its customers to use a barley-based biscuit until wheat supplies returned to normal. To deal with the crisis, Parle began producing barley biscuits. Parle had to halt production of his gluco biscuits because as wheat was the primary ingredient. ![]() India was left with only 63% of its wheat cultivation area after Partition and there was an immediate shortage of wheat in the country. In 1947, India gained independence and Pakistan was partitioned that year.
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