Parle Launches Limited-Edition Melody Tiramisu on Blinkit
Parle has launched a limited-edition Melody Tiramisu toffee, available exclusively on Blinkit for a limited period.
SociapaHQ
Drawing on the recent diplomatic exchange between Prime Minister Narendra Modi and Italian Prime Minister Giorgia Meloni, Parle has launched a limited edition Tiramisu variant of its famous Melody toffee.
The new Melody Tiramisu is available in 180-gram pack, exclusively on quick commerce platform, Blinkit. The product will be in the coffee candy category and will be for a limited time only, the company said.
The launch comes days after a widely shared moment during Prime Minister Modi's visit to Italy, when he gifted a pack of Melody toffees to Meloni during a bilateral meeting in Rome.
Meloni later posted a video of the exchange on social media, saying Melody was a “very, very good toffee.” The clip went viral online in no time, giving the decades-old Indian confectionery brand an unexpected international exposure.
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Limited Edition:
Building on that moment, Parle has designed the new packaging with the message ‘Celebrating India-Italy Friendship’. The selection of Tiramisu, one of Italy’s most iconic desserts, also reinforces the cultural tie behind the launch.
The campaign also plays on the viral popularity of “Melodi”, a nickname social media users have coined from the surnames of Modi and Meloni. The term has been widely used after the two leaders were seen together at international events, including the G20 Summit and COP28.
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Parle hopes to pair an Italian-inspired flavour with one of its most identifiable confectionery brands, combining a current cultural moment with the nostalgia attached to Melody, a product that has been a mainstay in the Indian confectionery market for decades.
For now, the limited-edition Melody Tiramisu is only available on Blinkit and the company has not said if it will make the product available in stores.
