Parle Products has launched a new television commercial (TVC) for its Parle Marie biscuit brand, aiming to establish a distinct presence in the Marie biscuit segment. The campaign features a light-hearted and humorous narrative that emphasizes the importance of asking for the biscuit by its full name, “Parle Marie”, to avoid confusion and ensure that consumers get the definitive choice for their tea breaks. The TVC showcases relatable everyday scenarios where asking for a “Marie” biscuit leads to unexpected confusion, driving home the message that there’s only one Marie biscuit worth asking for – Parle Marie.
As the market leader with iconic brands like Parle-G, Krack Jack, and Hide & Seek, Parle is now looking to further strengthen its presence in the Marie biscuit category. Parle Marie is known for its deliciously crunchy and light texture, making it the perfect companion for a satisfying tea-time experience. The brand already enjoys strong visibility and acceptance across Indian households, and this campaign marks a fresh chapter in deepening recall, driving distinction from generic Marie offerings, and strengthening its foothold in a cluttered space.
According to Mayank Shah, Vice President of Parle Products, the campaign aims to reinforce that when it comes to Marie biscuits, it has to be Parle Marie. The idea is to bring out a universal consumer insight in an engaging and humorous way, while clearly positioning Parle Marie as a brand worthy of being remembered and called by name. With Parle’s rich legacy and reach, the new campaign aims to establish Parle Marie as a top-of-mind recall brand, not just a biscuit, but a brand that truly stands out in the world of tea-time companions. Overall, the campaign is expected to connect strongly with Indian audiences across age groups and further strengthen Parle Marie’s presence in the Marie biscuit segment.