The series of ad spots harps on nostalgia and attempts to build Parle-G right up in the emotional consideration set of consumers. “Our consumer research said that for the consumers Parle-G is more than just a consumption habit. As Parle-G is consumed by people across age groups, the biggest challenge to talk to each consumer group, Shah said. Thangaraj thinks that Parle-G should try and stay relevant by continuing to appeal to its core consumers, young kids (and their mums). Strategically it is a viable direction and definitely a welcome correction from the Bharat ka apna biscuit campaign.

Source: Mint May 15, 2018 09:23 UTC