Parle Marie, a brand of biscuits from Parle Products, has been airing a new TV commercial during the Indian Premier League (IPL) 2025, which has received widespread backlash on the internet. The ads, which feature a repetitive jingle and a simple message, have been criticized for being annoying and intrusive. The campaign’s goal is to embed the name “Parle Marie” in the public consciousness, emphasizing that one must say “Parle Marie” and not just “Marie” to be heard.
Despite the negative reaction, the campaign has been successful in grabbing attention, with many people Taking to social media to express their annoyance. The ads have become a talking point, with some people even creating browser extensions to auto-mute them. The backlash has been so severe that it has reminded people of other food and confectionary brands that sell Marie biscuits, which could be seen as a negative consequence for Parle.
However, according to Mayank Shah, Vice President of Parle Products, the company is confident that the humorous campaign will achieve top-of-mind recall. The ads have also sparked interest in the history of Marie biscuits, which date back to 1874 and were originally created to commemorate the wedding of Russia’s Grand Duchess Maria Alexandrovna.
The campaign’s success can be measured by the fact that “Parle Marie” has seen a significant spike in Google Trends, with many people searching for the brand. While the backlash may not be entirely positive, it has certainly generated buzz around the brand, and it remains to be seen whether the campaign will ultimately be successful in increasing sales and brand awareness.
The Parle Marie campaign is an example of how a well-crafted marketing strategy can generate attention and create a lasting impression on the audience. Love it or hate it, the campaign has become a part of the cultural conversation, and its impact will be felt for a long time. As the old adage goes, “any publicity is good publicity,” and Parle Marie has certainly achieved that with its latest campaign.