Parle Products has unveiled a new TV commercial for its Marie biscuit variant, Parle Marie, aiming to set it apart in the crowded Marie segment. Conceptualised by Thought Blurb, the humorous campaign cleverly emphasizes the importance of using the full name—Parle Marie—to avoid confusion and reinforce brand identity.
The ad showcases relatable, everyday situations where asking for just a “Marie” biscuit leads to amusing mix-ups, making a strong case for using the brand’s full name. With its witty execution, the campaign ensures high recall and resonates with a wide demographic of Indian consumers, especially during their cherished tea-time moments.
Known for its iconic products like Parle-G, Krack Jack, and Hide & Seek, Parle is now doubling down on establishing Parle Marie as the go-to choice in the Marie category. The brand’s strategy is to sharpen its distinctiveness in a market where “Marie” often serves as a generic term for tea biscuits.
Mayank Shah, Vice President of Parle Products, commented, “Parle Marie has always been trusted for its quality and taste. With this campaign, we’re reinforcing that trust and creating a fun, memorable way for people to ask for the biscuit by name.”
The campaign is backed by Parle’s nationwide distribution and heritage, elevating Parle Marie from just another tea-time snack to a standout brand. Through humour and universal insight, Parle underscores a simple truth: in a market full of “Maries,” it’s Parle Marie that truly matters.
Credits:
Creative: Thought Blurb
Production: Complete Films
Director: Vijay Veermal
