Parle rides on the 'Swachha Bharat' bandwagon
Conceptualised by Thoughtshop Advertising, the new campaign features three films that highlight the need of making surroundings litter free
BestMediaInfo Bureau | Mumbai | January 29, 2015
Biscuit and confectionery major, Parle Products has announced the launch of its nationwide litter free TV campaign. 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. The commercials are set in a series of everyday scenarios that viewers can identify with and encourage them to “Show Garbage Its Place”.
Commenting on the campaign, Shalin Desai, Deputy Marketing Manager, Parle Products said, “We intend to spread a positive message with the Parle Litter Free initiative and encourage citizens to make a conscious effort to keep their environment clean. Our combined efforts will not only make a difference to the mindset of consumers but also instill a productive commitment. We are also happy to extend our efforts to the nation in line with the 'Swachha Bharat Abhiyan' launched by our PM.”
The company noted that as 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. Armed with an objective of making surrounding litter free, Parle Products has launched the first phase of the Litter Free campaign across the country through a series of Television Commercials.
Previously, Parle Products had associated the campaign with Indian festivals and successfully spread the Litter Free message at Raas Garba and Jagadhatri Puja in West Bengal.
The new campaign features three TVCs:
Corporate boss
This film shows a company's boss who wants his employees to perform their duty to the highest level. But when it comes to performing his own duty towards the society, i.e, keeping it clean, he just forgets everything. Through the 'Dustbin Man', the brand tries to convey the message that it's important for everybody to make the society clean and make it liter-free.
Class monitor
This film features a kid who is a class monitor. He is proud of it and boasts about it among the friends. He thinks it's his responsibility to teach all his classmates. But when it comes to cleanliness of the society he just forgets everything. Through the 'Dustbin Man' character, the brand tries to convey the message.
Shopping mall
Set in a shopping mall, this film shows an urban young lady who is trendy, and brags about that. She wants her partner to be “Mr. Clean”. But when it comes to cleanliness about society she forgets all her “gyan”. Again, through the 'Dustbin Man' character, the brand tries to convey the message.
The TVC:
Credits:
Client: Parle Products
Client Team: Shalin Desai
Creative Agency and Production house: Thoughtshop Advertising & Film Productions Pvt Ltd., Mumbai
Writer and Film Director: Vipin Dhyani
Client Servicing: Namrata Bhattacharya
Post Production: Futureworks, Mumbai
Music: Jolly Jose