Parle Monaco has now taken its latest campaign thought and turned it into something far more audible: the Monaco Anthem. Featuring internet personality Orry, rapper Chaar Diwari and artist The Siege, the new music video takes Monaco’s idea of being “salty” and gives it a beat, a visual world and a distinctly internet-age personality.
The move comes as an extension of Monaco’s ongoing ‘Sada Salty Raho’ campaign, which uses the biscuit’s unmistakably salty taste as a cheeky metaphor for people who refuse to sugar-coat who they are.
And honestly, the idea works because Monaco isn’t trying to make “salty” sound like a bad thing.
Here, being salty is about having an attitude. Having a point of view. Saying what you mean. Being a little difficult to box in.
The original campaign, fronted by Orry, introduced the idea of the ‘Salty Public Party’, turning the familiar phrase “salty” into a celebration of unapologetic self-expression. The campaign was designed to connect Monaco’s long-standing product personality with a younger audience that is comfortable with individuality and a little irreverence.
The new anthem doesn’t abandon that thought. It simply gives it a much bigger playground.
With Orry, Chaar Diwari and The Siege coming together, the campaign moves into music and contemporary culture. Instead of another conventional celebrity-led advertisement, the brand has created something that feels closer to a music video, allowing the campaign thought to live beyond the usual advertising format.
That’s probably the smartest part of the idea. Because once a brand has found a phrase that people can remember, the next challenge is figuring out what else that phrase can become. For Monaco, it has become a song.
The casting is interesting because the three personalities bring very different energies to the film.
Orry has become a recognisable internet personality with a strong association with contemporary pop culture. Chaar Diwari brings his rap and alternative music identity, while The Siege adds another layer to the music-led world.
Together, they make the anthem feel less like a standard biscuit commercial and more like a collision of different personalities, exactly what the campaign’s message is trying to celebrate.
At its core, the Monaco Anthem is still selling the same thought: don’t be afraid to be yourself, but music gives that thought a different kind of life.
A conventional ad might tell you to embrace your individuality. A song can make you want to repeat the line, share it, use it and eventually associate it with the brand. That’s an important distinction for a snack brand competing for attention in an increasingly crowded digital environment.
The anthem also gives Monaco an opportunity to become part of the culture around music and youth entertainment rather than simply advertising it.
For a legacy snack brand, staying culturally relevant isn’t always about reinventing the product. Sometimes, it is about finding a new way to talk about something consumers already know. Monaco has had its distinctive salty taste for decades. What has changed is the cultural language around it.
With ‘Sada Salty Raho’, the brand has translated that familiar product characteristic into a personality trait. With the Monaco Anthem, it has taken that personality and put it into music.
FAQs
- What is Parle Monaco’s ‘Sada Salty Raho’ campaign?
‘Sada Salty Raho’ is Parle Monaco’s campaign that turns the brand’s signature salty taste into a personality and attitude centred around individuality and unapologetic self-expression. - What is the Monaco Anthem?
The Monaco Anthem is a musical extension of the ‘Sada Salty Raho’ campaign, featuring Orry, rapper Chaar Diwari and artist The Siege. - Who features in Parle Monaco’s new anthem?
The anthem features Orry, Chaar Diwari and The Siege, bringing together personalities from internet culture and the Indian music scene. - What is the message behind ‘Sada Salty Raho’?
The campaign uses “salty” as a positive expression of personality, encouraging people to embrace their individuality, opinions and distinctive character instead of trying to fit into conventional expectations. - Why did Parle Monaco turn ‘Sada Salty Raho’ into an anthem?
By turning the campaign thought into music, Monaco extends the idea beyond a conventional advertisement and gives its “salty” brand personality a format that audiences can listen to, engage with and share.
