Created and executed by Liqvd Asia, the campaign honours Parle’s enduring connection with Indian consumers.
Parle Products has launched a new campaign titled “Parle, Since 1929”, celebrating its rich legacy in the Indian confectionery market. The campaign shines a spotlight on Parle’s deep-rooted presence in Indian households for nearly a century, reflecting the brand’s emotional resonance across generations.
The campaign film, developed by creative agency Liqvd Asia, captures simple, nostalgic moments-childhood memories, school breaks, and daily routines-where Parle sweets naturally feature. Rather than overt promotion, the ad subtly reinforces how Parle’s confectionery has remained a constant companion in everyday Indian life.
Mayank Shah, Vice President, Parle Products, shared his thoughts on the initiative:
“Parle Confectionery has been part of India’s growing-up years for over nine decades-and this campaign is our way of saying thank you. ‘Since 1929’ is more than just a milestone; it’s a symbol of trust, joy, and timeless memories shared across generations. With this film, we’re not just revisiting the past-we’re reinforcing our place in India’s present and future.”
The campaign is being rolled out across a strategic mix of digital, regional, and youth-centric media channels, ensuring widespread visibility and deep consumer recall.
Campaign Credits:
- Client: Parle Products Private Limited
- Brand: Parle Corporate Confectionery
- VP Marketing: Mayank Shah
- AGM Marketing: Kaizeen Writer
- Deputy Brand Manager: Parag Kelshikar
- Creative Agency: Liqvd Asia
Through this tribute to its heritage, Parle not only commemorates its long-standing legacy but also strengthens its emotional connection with consumers in modern India.
