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Parle Magix Brings Everyday Imagination to Life with ‘Masti Ka Fix’ Campaign

Parle Magix Brings Everyday Imagination to Life with ‘Masti Ka Fix’ Campaign

Parle Products has launched a new campaign for its cream biscuit brand Parle Magix, titled ‘Masti Ka Fix’, focusing on imagination and playful storytelling rooted in everyday life.

The campaign film follows a young boy and his friend as they turn ordinary situations into exaggerated, imaginative scenarios. From busy streets to gyms and classrooms, familiar settings are reimagined through a lens of fun and mischief, reflecting how simple moments can become more exciting with a touch of creativity.

At its core, the campaign taps into a relatable insight-people naturally bring imagination into routine experiences. By using hyperbolic and childlike storytelling, the brand positions Parle Magix as a trigger for these playful escapes, reinforcing its association with joy and spontaneity.

Launched in 2010, Parle Magix operates in the affordable cream biscuit segment, offering a range of flavours including chocolate, orange, elaichi, and strawberry, along with dual-flavour variants. With ‘Masti Ka Fix’, the brand continues to strengthen its positioning as an accessible and fun snacking option.

The campaign is being rolled out across television and digital platforms, aiming to drive recall and deepen consumer connect. By blending relatability with imaginative storytelling, Parle Magix shifts focus from product features to emotional engagement-making the biscuit not just a snack, but a small moment of everyday magic.

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