: Role Of Maharashtra In Biscuits Category: How Parle Marie went hyperlocal with its Marathi campaign #IndiaNEWS #Campaign Feature Parle Marie rolled out a hyperlocal Marathi campaign for the Maharashtra

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Role Of Maharashtra In Biscuits Category: How Parle Marie went hyperlocal with its Marathi campaign #IndiaNEWS #Campaign Feature
Parle Marie rolled out a hyperlocal Marathi campaign for the Maharashtra Market as a part of its Jithe Story Tithe Parle Marie regional marketing strategy. How the brands hyperlocal strategy came about? We find out



Parle Marie recently launched a Maharashtra-focused campaign, as part of its regional marketing strategy. Conceptualized by Thought Blurb Media, the brands latest ad films aim to capture the timeless tea time conversations through a regional route.



Maharashtra has been on the roaster for various brands (Tata Tea being one of them), as regional campaigns for the state come in periodically. For a brand like Parle Marie, the Maharashtra market makes strategic sense according to reports the state was the largest consumer of low price biscuits in 2017. The overall biscuit category has also been on a growth streak a report by Kantar suggests that the category grew by 10% in March-December 2020 as opposed to 8. 6% same time in 2019.



We speak with the brand-agency duo to deep-dive into Parle Maries regional marketing strategy and understand the way forward for the brand.



Parle Marie Maharashtra-Focused Campaigns: BTS



Parle Marie launched three TVCs in Marathi. They revolve around casual conversations during tea time in different settings. The focus is on emotional connect between people in such settings, facilitated by coming together while sipping a cup of tea complemented with Parle Marie biscuits.

















Mayank Shah, Sr. Category Head, Parle Products, shares, “The ultimate goal of such regional campaigns is to drive engagement and build relationships in imagery which resonates most with the local population. �



Conceptualized by Thoughtblurb Media, the latest regional ads aim to transcend generations keeping the relatability and emotional quotients high.



Vinod Kunj, CCO, Thought blurb, explains how the agency had derived the positioning of Adda Baazi from the East India market, which is also the biggest market for the brand. While continuing to establish Parle Marie as an enabler of getting together with people or Adda Baazi, he puts forth, “We have realized the same can be extended in other important markets, so now we have developed a regional campaign for Maharashtra keeping the Maharashtrian nuances intact. â€?



























The first film, Hashtag showcases a conversation between a mother and a daughter to bridge the gap between two generations, using Marathi proverbs like ‘Gharogharimatichya chuli’, the second video is an Anniversary film evoking the fun of Adda Baazi between Maharashtrian women talking about sarees, and the third Matheran film highlights warm moments with a modern-day proposal through poetry.

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