Then, the communication spoke about taste and today, it speaks more about how Parle-G is a staple snack. And kids as well as parents relate better with children, in general,” highlighted Shah.Īccording to Shah, when the mascot was launched, the advertising strategy was to communicate to parents as well as kids that Parle Gluco is a good snack to feast upon. So, creating the illustration of a baby to create a wider connection made sense. The question that arose among the executives was, ‘Why don’t we place the illustration of a child on the pack as well?’ “Speaking of the 1960s, a large part of India was not educated. Before the illustration was designed, photographs of children were used for mass communication of the brand’s key products (biscuits). Since television was not a big medium then, communication revolved around the press. Then it leads to consumption across the family,” explained Shah. The primary reason biscuits are purchased is for kids. “For a larger part of Indian society, when one spoke about biscuits, the first thing that came from the housewives was, ‘We buy biscuits for our children’. (Image courtesy: Parle Products)For Parle Products, kids were an integral part of their communication, especially in the 1960s. This is an original newspaper clipping featuring 'children' as the face of Parle Gluco. Parle Products, then was headed by Narottam Chauhan. The illustration of the ‘baby’ that we see on the pack today, is a work of painting. Under the leadership of Dahiya, there were 2-3 illustrators who worked on the symbol. ‘The mascot should position and establish the biscuit among children’, this was the brief given. The creative head of the agency then was Maganlal Dahiya. One fine day, the marketing department from Parle-G approached the servicing team at Everest Brand Solutions, an advertising agency. The creation of the Parle-G mascot dates back to the early 1960s.
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