Parle Products has launched a campaign ‘Taste Itna Great, Mooh Se Na Hoga Wait’ for Parle Fusion Candy. The campaign highlights the candy’s dual flavour concept and positions it as a playful treat aimed at younger consumers in the Indian confectionery segment.
As per the brand, Parle Fusion Candy features a dual layer format that combines two complementary flavours to create a distinctive taste experience. The product is available in three variants: Mango Float with mango and vanilla, Cola Float with cola and vanilla, and Blueberry Cheesecake with blueberry and cheesecake flavours. The candy also contains real fruit pulp, bringing together familiar tastes with contemporary flavour combinations.
The promotional film is set against a vibrant carnival backdrop and presents a light hearted narrative. The story follows a fire breather whose mouth develops an uncontrollable craving for the candy and detaches itself to race through the carnival. The runaway mouth eventually reaches a candy shop and demands the Fusion sweet from an unfazed shopkeeper. After enjoying the candy, the mouth returns to the performer, reinforcing the message that the taste is simply too great to wait for.
Launched as a first of its kind offering, the product aims to build strong brand awareness and encourage product trials among its core audience of children, while also appealing to young adults and mothers. To maximise reach and recall, the campaign is being rolled out across India with high visibility on television and additional amplification through digital media platforms.
To ensure wide reach and strong brand recall across target markets, the campaign is being rolled out across India. The film will receive strong visibility on television and will also be amplified through extensive digital media platforms.
Link to the campaign:
Commenting on the campaign, Mayank Shah, Chief Marketing Officer (CMO), Parle Products, said, “Fusion Candy represents our constant effort to bring innovation and excitement to the confectionery category. Today’s young consumers look for novelty, rich flavors and memorable experiences.”
“With Fusion’s dual-flavored format and real fruit pulp, we are offering something truly distinctive. This campaign uses humor and visual surprise to reflect just how irresistible the product is, making Fusion an instinctive choice at the point of purchase.” he added.
Mayur Varma, Chief Creative Officer (CCO), 82.5 Communications, said, “The idea was to create desirability for the candy. So, we showed a mouth going rogue! It develops a mind and body of its own to get what it desires – Parle Fusion. We are very excited about the potential of our mouth mascot to take the brand forward.”
