Parle Products has launched a new campaign for its flagship brand Parle Krackjack, using humour and short-format storytelling to highlight the biscuit’s signature sweet-and-salty identity. Featuring comedians Kiku Sharda and Krushna Abhishek, the campaign brings the brand’s duality to life through contrasting personalities and playful banter.

Kiku represents the ‘sweet’ side, while Krushna embodies the ‘salty’ edge-creating a dynamic that mirrors the product’s core proposition. Their chemistry and comic timing drive a series of quick, gag-style films designed to entertain while reinforcing the message: “Sweet bhi, Salty bhi…!!”

Departing from traditional long-format advertising, the campaign adopts a digital-first approach, focusing on snackable content tailored for fast-scrolling audiences. Each film delivers instant humour through sharp punchlines and visual cues, aligning with how younger consumers engage with content today.

The strategy reflects a broader shift in advertising-from storytelling that builds over time to content that captures attention within seconds. By using bite-sized formats, Krackjack aims to boost recall and stay relevant in an increasingly cluttered digital environment.

With teasers rolling out ahead of the full campaign launch, the brand is leveraging both nostalgia and contemporary humour to strengthen its connection with a younger, digital-first audience.

Through this campaign, Parle Krackjack reinforces its long-standing positioning as India’s original sweet-and-salty cracker-while adapting its communication style to match evolving media consumption habits, ensuring the brand remains both familiar and fresh.