Parle Marie’s Name Game: Quirky Campaign Wins Tea-Time Recall
Parle Marie’s new TVC uses light-hearted humor to ensure consumers ask for ‘Parle Marie’ by full name—boosting top-of-mind recall in biscuit segment.
Prakhar
Parle Products has deployed a witty new campaign for Parle Marie biscuits, reminding tea-time aficionados that not all “Marie” biscuits are created equal. Through everyday, relatable scenarios and a dash of humour, the TVC underscores the importance of asking for the full brand name, ensuring Parle Marie sticks firmly in consumers’ minds.
Everyday Confusion, Big Brand Moments
The ad plays out in three vignettes: at a roadside tea stall, a customer asks for “Marie,” only to receive a generic store-brand biscuit; at a high-end café, a visitor’s ambiguous order prompts a surprised barista; at home, a child’s innocent request sparks parental frustration. Each time, the customer pivots: “I said Parle Marie”, and a tray of the golden, crisp biscuits appears to applause.
Capturing Universal Insights
“Names matter,” declares Mayank Shah, Vice President of Parle Products. The campaign taps into a universal moment, ordering tea-time biscuits, and flips a mundane task into a comedic jewel, reinforcing that only Parle Marie delivers the authentic Marie experience.
Creative Craftsmanship
Thought Blurb conceptualized the TVC, while Complete Films handled production and Vijay Veermal directed. The storytelling marries a bright, warm color palette with punchy dialogue, ensuring each punchline lands while the product gets its deserved close-up.
Amplifying Recall Through Multiple Touchpoints
Parle supports the TVC with OOH hoardings at bus stops and metro stations, each featuring a giant biscuit silhouette and the tagline “Don’t settle for less than Parle Marie.” Radio spots dramatise ordering mishaps with catchy jingles, while in-store displays prompt shoppers to “Look for the distinctive Parle Marie pack.”
Driving Shelf Impact
To complement awareness, Parle Marie is launching limited-edition packaging with “Ask for me by name” call-outs. Retailers are incentivised to feature the campaign’s icons, life-sized biscuit characters, to guide shoppers toward the authentic pack.
Final Thoughts
Parle Marie’s humour-infused campaign cuts through clutter to carve a unique brand space. By spotlighting the simple but powerful act of naming, Parle ensures that every “Marie” moment becomes an opportunity to strengthen recall, solidifying its position as the indisputable leader in the Marie biscuit segment.
