Parle, a well-known Indian biscuit brand, has launched a new advertising campaign to strengthen its position in the Marie biscuit market. The campaign aims to reinforce the idea that when it comes to Marie biscuits, it has to be Parle Marie. The TV commercials show people getting confused when asked for Marie biscuits, highlighting the need to specify “Parle Marie” to avoid any misunderstandings. The campaign’s goal is to boost brand recall, differentiate Parle Marie from generic Marie options, and establish its presence in a crowded market.
The Marie biscuit category has become increasingly competitive, with several brands offering their own versions, including Britannia’s Marie Gold, ITC’s Marie Light, and DK Bakings’ Nutribake Morning Marie. Britannia’s Marie Gold, in particular, has extensive consumer awareness due to its early entry into the Indian market and aggressive advertising campaigns. Parle, however, is attempting to reclaim its position as the leading Marie biscuit brand through its new campaign.
The campaign’s strategy is to create a universal consumer insight in an engaging and humorous way, while clearly reinforcing the idea that Parle Marie is the only authentic Marie biscuit. According to Mayank Shah, Vice President of Parle Products, the campaign is a confident step forward to strengthen top-of-mind recall. The idea is to make Parle Marie synonymous with the Marie biscuit category, much like Colgate is with toothpaste and Amul is with dairy products.
Colgate and Amul are examples of brands that have become larger than their respective categories through consistent branding and clever advertising. Colgate has dominated the oral care market in India through educational advertising campaigns, while Amul has carved its identity through relatability and wit. Both brands have invested heavily in creating awareness and building trust with their consumers, ultimately becoming symbols of their respective categories. Parle hopes to achieve similar success with its new campaign, establishing Parle Marie as the go-to Marie biscuit brand in India.