Parle Products has brought out a new campaign to position Parle 20-20 cookies as a quick time snack. The campaign titled, 'empty stomach' aims at targeting teenagers and young adults. The objective of this ad was to build strong consumer brand franchise for the brand amongst the target group by positioning 20-20 cookies as an ideal quick snack for today’s generation through effective advertising.
The first ad shows a couple sharing heart-shaped offering through the hole in a boy's stomach. Then just as he gobbles up a biscuit, the hole fills up in no time! The second ad, shot in an office, shows colleagues throwing curled up paper in a bin, through a colleague's empty stomach. Their fun ends when the pale-looking man gobbles a Parle 20-20 cookie to fill his empty stomach. I liked the second one more.
20-20 cricket is suggestive of a quick game. Similarly they wanted to communicate that Parle 20-20 is a quick-time snack that fixes hunger in no time. Although the concept of depicting the empty stomach like a hole is good, I feel the execution fell sort of expectations. The ad will be aired for three months, however, I guess the ad will have a lesser recall value.
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