Parle Products Unveils Humorous Campaign for 20-20 Cookies

Conceptualized and executed by Thought Blurb Communications' Mumbai team, Parle Products has launched a fresh campaign for its Parle 20-20 cookies. Following last year’s quirky campaign that featured characters smiling through awkward situations, the new three-film series intensifies this humorous approach. As the Indian cookie market evolves, Parle 20-20 continues to keep the atmosphere light and engaging for its audience.

The previous campaign highlighted characters enduring various scenarios with forced smiles, such as a flight attendant’s fake smile or a bride greeting relatives with a rehearsed grin. The current campaign elevates this concept by placing the protagonist in unexpected and more challenging situations, where they must smile despite the circumstances.

Created by Thought Blurb Communications' Mumbai team, each film starts with a seemingly normal situation that takes an unexpected twist, leaving the protagonist smiling out of confusion, consternation, or resignation. The refreshed tagline, "Yunhi smile mat karo, dil se khush ho jao," reinforces the brand's message with a new twist.

Mayank Shah, Vice President of Parle Products, expressed confidence in the campaign’s direction. "We tested this new brand message last year with positive market feedback, prompting us to fully support it with our marketing initiatives. We understand that a brand message needs to evolve gradually," he said.

Renu Somani, National Creative Director of Thought Blurb Communications, elaborated on the creative journey. "Exploring a different angle on the tagline was fascinating. Last year, we focused on establishing the idea; now, we’re ready to push the boundaries."

Vinod Kunj, Chief Creative Officer of Thought Blurb Communications, emphasized the collaborative effort. "Our teamwork with Parle was crucial in executing this multi-language campaign. Monitoring the audience’s reaction across broadcast, digital, and social platforms was essential. We are eager to see this campaign enhance the brand’s equity," he stated.