Parle Products, has launched a campaign for its brand, Parle Krackjack. The campaign celebrates the cracker’s signature sweet-and-salty duality through a series of humorous films featuring popular comedians Kiku Sharda and Krushna Abhishek.
The brand states that the choice of this comedic duo was intentional, as their famous on-screen chemistry perfectly mirrors the product’s contrasting flavours. In the films, Kiku Sharda embodies the ‘sweet’ charm while Krushna Abhishek takes on the ‘salty’ mischief. This personification is summed up in the campaign’s catchy tagline: ‘Krack ke Sweet jhatke, Jack ke Salty phatke, Parle Krackjack…!!’
The campaign utilizes a ‘snackable’ content strategy. The films are designed as short, gag-style clips filled with rapid-fire punchlines and visual humour. Parle claims this approach is specifically tailored for today’s fast-scrolling digital audiences who crave quick, high-energy entertainment. By cutting through advertising clutter with relatable banter, the brand aims to drive strong recall among younger consumers.
The initiative marks a strategic effort by Parle to blend its long-standing legacy as India’s original sweet-and-salty cracker with contemporary content formats. The company believes that by focusing on high-impact, humorous moments, it can strengthen its connection with a new generation of snackers while reinforcing its core proposition of ‘Sweet bhi, Salty bhi…!!’
Following a series of upcoming teasers, the full campaign is scheduled to roll out across all major digital platforms over the next month. With this launch, Parle Krackjack continues to evolve its brand narrative to stay relevant in an increasingly competitive and crowded digital landscape.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer (CMO), Parle Products, said, “Krackjack has always enjoyed a distinctive space in consumers’ minds with its unique sweet and salty taste. With this campaign, we are building on that core proposition in a format that aligns with how audiences consume content today, quick, engaging, and entertaining.”
“Our focus is to drive stronger top-of-mind recall by delivering bite-sized, high-impact humour that resonates instantly. By bringing together Kiku and Krushna, we are amplifying the brand’s duality in a way that feels both relatable and memorable, while strengthening Krackjack’s relevance among younger, digital-first consumers.” he added.
Kiku Sharda, said, “Krackjack has always been a snack I have enjoyed, so being part of this campaign felt very natural. What I really liked is the format, quick, fun, and straight to the point. It captures those light, everyday moments of entertainment that people relate to, much like the ‘sweet’ side I bring into the films.”
Krushna Abhishek, said, “What makes this campaign exciting is the playful banter and the contrast we bring to each film. The ‘salty’ side has a mischievous edge, and that’s something I have had a lot of fun exploring. The short, punchy format makes it even more engaging, and I think audiences will really connect with that energy.”
