Parle Monaco has extended its ‘Sada Salty Raho’ campaign with a new music video featuring internet personality Orry, rapper Chaar Diwari and artist The Siege.
The Monaco Anthem builds on the campaign’s central idea of embracing individuality and staying true to one’s personality, using music and contemporary visual storytelling to take the campaign into a fresh format.
The ‘Sada Salty Raho’ campaign, fronted by Orry, draws a parallel between Monaco’s salty taste and personalities that don’t conform to expectations. The new anthem carries this idea forward in a music-led format, bringing Orry together with Chaar Diwari and The Siege.
Mayank Shah, Chief Marketing Officer, Parle Products, said Monaco has always had a distinctive personality, and ‘Sada Salty Raho’ builds on that in a contemporary, relevant way. He added that the Monaco Anthem takes the thought further, giving it a musical expression audiences can engage with, while staying true to what makes Monaco unique – its unmistakable salty identity and ability to stand apart.
The music video marks the latest extension of the ‘Sada Salty Raho’ campaign, which continues to use self-expression and individuality as its core themes.
