In the late 1990s, Shaktimaan wasn’t just a television superhero-he was a cultural icon. Played by Mukesh Khanna, India’s first homegrown superhero stood for strength, virtue, and justice, capturing the hearts of children across the nation. Every Sunday morning, millions of kids tuned in religiously to watch him save the day.

At the same time, Parle-G, the iconic glucose biscuit brand, was struggling in Tamil Nadu. While it dominated shelves across India, it couldn’t match the regional popularity of Britannia’s Milk Bikis, which held a strong emotional and cultural connect with local consumers. Parle-G’s monthly sales in the state hovered around 50 tonnes despite conventional advertising efforts.

What changed everything? A superhero.

Mukesh Khanna was already endorsing Parle-G, so the brand decided to go beyond traditional marketing and tap into experiential strategy. The idea was simple but powerful: host a live “Meet Shaktimaan” event in Chennai. The entry ticket? Two empty Parle-G wrappers. The campaign was promoted through schools and print media.

Expecting a few thousand attendees, organisers were stunned when over 1,00,000 children and parents packed the venue to meet their beloved superhero. The event created a frenzy, earned massive press coverage, and ignited a surge of emotional brand connection.

The results? Parle-G’s sales in Tamil Nadu shot up from 50 tonnes to 2,000 tonnes per month in a matter of months.

Marketing professional Jayagopi Andhoor recently shared this story on LinkedIn, summing it up:
“Great marketing isn’t about big budgets. It’s about tapping into emotion, understanding your audience, and crafting unforgettable stories. Parle-G x Shaktimaan did exactly that.”