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Purvita Chatterjee

Mumbai, March 27 Cricket and biscuits will now have something in common. The ‘crisp’ format of the Indian Premier League’s Twenty20 matches has caught the fancy of Parle Ltd, which has decided to unveil butter and cashew cookies under the 20:20 brand. The new 20:20 brand would have the baseline ‘Choice of Champions’ and a new TVC would be unleashed by Everest Advertising on the eve of the 20:20 matches next month.

Mr Mayank Shah, Senior Product Manager, Parle Ltd, told Business Line, “While there may be nothing in common between cricket and biscuits, we thought it was a nice format. Our cookies would represent a ‘crisper’ version of the game of cricket. Besides, we didn’t have to take any special permission from the BCCI to launch the brand.”

Expecting the new format of cricket to become popular in the future, Parle has decided to make its new 20:20 cookie brand a permanent one in its cookies category. “We have decided to cash in on the growing popularity of the 20:20 matches and address today’s generation with our new offering. It is not as if we are launching the brand simply on the euphoria built around these league matches. Instead, we intend having 20:20 as a permanent brand in our kitty and there is no question of discarding it once the 20:20 matches get over,” added Mr Shah. By unleashing two new variants of cashew and butter under the 20:20 cookies brand, the biscuit player is enhancing its cookies portfolio under which there currently exists a single brand Hide & Seek.

“We would be adding 20:20 as our second cookies brand after Hide & seek. The cookies segment is growing between 30 and 35 per cent as consumers are upgrading from the basic glucose biscuits,” says Mr Shah. “Hide& Seek is strongly associated with chocolate and a regular cookie brand under the same name has not worked in the past. Now, with 20:20 we are bringing in a less premium cookie brand under the classic butter and cashew variants, ” says Mr Shah.

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