Parle 20-20 promotes positive thinking in its new campaign

The TVC will be released in 11 languages and will be sustained through a digital campaign.

Parle Products-owned cookie brand, 20-20 has recently launched a new campaign titled 'Taste mein 20 out of 20'. The brand, which targets teenagers and young adults through its new campaign, showcases everyday situations that today's youth encounter while dealing with "traditional" norms.

The TVCs will be released in 11 languages and will be sustained through a digital campaign.

Conceptualised and crafted by Everest Productions, the campaign features five TVCs. All five display an entertaining event involving social situations affecting today's young adults - a mother encouraging her daughter to dress as she pleases; a father supporting his teenage daughter's travel with boys; a landlord bonding with a potential tenant from another religion; a modern twist on arranged marriage; and a real estate agent supporting a live-in couple looking to rent in the city.

Speaking about the campaign, Mayank Shah, category head, Parle Products, shares in a press note, ''Parle 20-20 cookies was created by Parle Products for the young adults. This audience is self-aware and is re-inventing social values to make the world a better place. As we celebrate Parle 20-20's 10 years of existence, we want to appreciate individuals who encounter these young adults and don't judge them for their choices. We also 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".

Pramod Sharma, executive creative director, Everest Brand Solutions, says, "The brief was to create a narrative for today's youth by keeping Parle 20-20 core values at heart. 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."

The new campaign comprises of five films involving social situations that affect young adults

Credits

Client: Parle Products Pvt Ltd

Team: Mayank Shah, Binayak Mitra and Amar Kadam

Agency: Everest Brand Solutions

President: Dhunji Wadia

Chief Creative Office: Rahul Jauhari

Executive Creative Director: Pramod Sharma

Director: Vivek Daschaudhary

Production House: Elements

Film Head: Harish Mishra

Business Team: Harish Suvarna

Strategy Team: Navonil Chatterjee

Creative Team: Pramod Sharma, Samir Chonkar, Rahul Jauhari