The Hindu Business Line : Parle ropes in Aamir to rejuvenate Monaco

Mumbai, May 26 Rejuvenating its salted biscuits brand of Monaco, Parle Products has decided to rope in actor Aamir Khan to endorse one of the pillar brands in its portfolio.

The heritage brand, targeting woman and young adults, will get a new lease of life post the new campaign and communication created by agency Everest Brand Solutions.

Launched in 1939, Monaco today enjoys a market share of 45 per cent in volume in its category followed by Britannia’s Time Pass and ITC’s Snacky. “Monaco has been a focus brand and now we have felt the need to get aggressive with our brand in terms of rejuvenating it, ” says Mr Shalin Desai, Senior Brand Manager, Parle Products.

Monaco has always been communicated on its physical attribute of being light and crisp. The baseline was “crisp light Monaco for lighter moments”. However, in 2003-04, the positioning of Monaco was elevated from being physical to metaphorical, according to the company. The baseline line “tension kyon leneka Monaco khaneka” said it all and a new commercial titled Haveli and Rocket was made to establish the idea. In the year 2005, the brand was put on a completely different platform wherein it spoke about making life interesting by finding humour in the most mundane activities. The baseline line “life namkeen banaiye” was used to convey that message that ‘salted’ biscuits was an exciting category.

Adds Mr Desai, “The new positioning shifts the focus from the product to the consumer. The consumer is now empowered to make light of things. The product is a mere endorser of this philosophy, which is a way of life. The campaign revolves around humour and pranks. Aamir is what separates fun moments from frivolous antics of people who have nothing to do. Besides, the slated category of biscuits has been growing at 15 per cent.”

With the objective of re-launching Parle Monaco in a manner that it connects with people at large, its agency Everest Brand Solutions was given the mandate to give Monaco an endearing feeling with a touch of humour.

However, this is not the first time that Parle Products has been resorting to celebrities for its brands. Currently, Hritik Roshan features in its Hide & Seek and its sub-brand Milano’s campaigns while Kajol and Dhoni have been seen in its Parle Digestive and Milk Shakti brands respectively.

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