Parle Brings KrackJack Campaign to Newspapers With QR-Led Comedy Twist
Parle has launched a QR-led KrackJack campaign in newspapers featuring Krushna Abhishek and Kiku Sharda to blend print with digital engagement.
SociapaHQ
Parle has rolled out a new campaign on print and digital for its KrackJack biscuits. The campaign comprises QR codes in newspaper ads that direct to exclusive comedy videos of Krushna Abhishek and Kiku Sharda.
The campaign will run for eight days, featuring KrackJack ads on the front pages of newspapers, inviting readers to scan a QR code to watch a new joke each day built around the brand’s signature sweet-and-salty positioning.
This is the latest chapter in one of the longest-running brand platforms for Parle. Since the launch of KrackJack in 1972, the company has used contrasting personalities Krack and Jack to reflect the biscuit’s sweet-and-salty combination.
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Print Meets Digital:
Over the years, the roles have been essayed by Boman Irani, Vijay Kadam, Swapnil Joshi, Gaurav Gera, Dharmesh Yelande and Raghav Juyal. The latest campaign stars comedians Krushna Abhishek and Kiku Sharda.
The new campaign starts in print before taking consumers online, unlike previous campaigns that were mostly broadcast on TV and digital.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle said that the aim was to combine the reach of newspaper with the engagement of digital content. “We wanted to increase our reach. “There are people who read newspapers and there are people who only read news on mobile or digital platforms,” he said. “We wanted to reach all of them,” Shah said.
He said the decision to go for QR-led storytelling was also based on the strengths of the campaign’s celebrity ambassadors. “When you have brand ambassadors like Kiku Sharda and Krushna, the value they bring is through their acting and performance. That is something you cannot reproduce in print. “The newspaper drives people to digital where they can actually watch the jokes,” he said.
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Cross-Platform Reach:
The comedy videos will also be available across KrackJack’s social media channels, extending the reach of the campaign beyond the newspaper readers.
“The campaign is the brand’s attempt to use print as a discovery platform and digital media to deliver the entertainment experience,” Shah said.
"It was about doing something unconventional. We could have done the entire campaign only on digital, but we wanted to see how we could maximise our reach through other media as well," he said.
The campaign will run across leading publications including The Times of India, The Indian Express, Dainik Jagran, Rajasthan Patrika, Lokmat and Maharashtra Times, among other regional newspapers.
