Exclusive | Parle shows Garbage its place!

Parle Products, one of India’s pioneers in the biscuit and confectionery manufacturing segment has announced the launch of its nationwide Litter Free TV Campaign. Parle Products is a brand that generates disposable biscuit, candy and chips “wrappers” and in many instances consumers toss them on the streets and other public areas without a second thought.

Litter not only looks bad but also has an adverse effect on the environment. Littering sends out a negative message to children and the next generation that it is acceptable behavior to throw your trash anywhere mindless of the environment. Parle Products has taken the initiative to set the course for our community and raise awareness with the positive messaging of its Litter Free Campaign.

Armed with this objective, Parle Products has launched the first phase of the Litter Free campaign across the country through a series of Television Commercials. The commercials are set in a series of everyday scenarios that viewers can identify with and encourage them to “Show Garbage Its Place”.

To get deeper insights about the campaign we at Adgully caught up with Shalin Desai, Deputy Marketing Manager, Parle Products.

Concept

It’s a part of our CSR activity and this year we felt there is a need for this kind of an initiative. Though the idea was there for the last three to four years, but due to something else getting a priority we were not able to execute it. Since our business is into biscuits and confectionary and snacking, a lot of wrappers and litter is created casually just dump it anywhere.

So Litter Free was a right kind of campaign from us. It is really educating people that you shouldn’t be littering and that is the primary message that we want to give. It’s always better to dump it in a dustbin rather than spoiling your surroundings. And this thought process was married really well to our objective.

Execution

The campaign has been conceptualized by Thoughtshop Advertising & Film Productions. In one of our brain storming sessions we happened to discuss about the amount of litter that is there while we walk on roads and that’s how we picked this idea.

We are trying to be responsible for what we make and educate people and find a solution to this.

Media mix

As of now we are using Television as a medium to promote this campaign. Apart from TV, we are going to go to 1000 schools all over the country to educate them about keeping a clean and litter free environment. So schools are another offline medium we are using to promote this campaign. We want to spread this awareness among youth, which is a huge chunk of the society and involve them in this as cause.


Trends in the space

At the moment, things are moving to the premium end and that is what we are concentrating at. People don’t mind paying extra for value added products because they really want to experience out of it. The consumers have really gone onto an experimentative mode and they constantly want something newer and better than what they have tried before. That openness has come in the consumer today.

So if the trend is towards that then we are focussing our energies on that. We are introducing newer products in that space and that’s what we have done. And now we are in a consolidation stage where what we have launched we are going to focus and we are going to make most out of it. So that’s the plan.

Future plans

As of now we don’t have any other associations. We are focusing on this one for the time being. In the near future if we do have any associations then we will definitely communicate those. All of our energies are on this campaign as of now.

In the year to come we are looking at other initiatives. By Archit Ambekar | Twitter: @aambarchit

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