PARLE KISMI ADVERTISE DOWNLOAD

Until four years ago, the product mostly had its demand from the rural market. The agency shared with the client a few emotional and humorous ideas. We took the brief from the client as we had to communicate with the TG in a contemporary manner, without losing the focus from the product. To woo his girlfriend, he sends her emoticons on phone. Advertising Thoughtshop strengthens its creative team with two new appointments July 12 ,

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Parle Kismi strengthens its digital strategy to woo the youth TG. The current commercial will continue for the next two years. In the commercial, the girl throws parld bouquet out of her balcony as she is upset with her boyfriend. Kismi has been traditionally a strong brand in the rural markets.

She snips it quickly with her emoji of a pair of scissors. The category is quite cluttered and so is the advertising. But now, the company is consciously trying kisim focus on the urban market.

We initially thought of targeting kids but the name Kismi is very youthful. Thus, o finding a differentiator in TG is a better bet sometime.

In the TVC, tool wise emojis explain the tiff between a young couple and how the boy makes an efficient use of Kismi Emojis to woo his girl.

He strikes the right chord and a happy reunion, followed by our product window with the voice over, which says: We took the brief from the client as we had to communicate with the TG in a contemporary manner, without losing the focus from the product.

Therefore, we shot it in Bangkok. Advertising Thoughtshop strengthens its creative team with two new appointments July 12Parle Products selected this format because the youth is interested in social media and digital communication. The girl throws a bouquet belonging to the guy, back on him and the boy is trying to appease her by sending a virtual bouquet via emoji.

Later we shifted to the Re 1 slot for the brand because we felt it might not be viable two to three years later.

As the name Kismi is youthful, we focused on the youth: BK Rao of Parle Products

The film was shot in a day. Kismi Emojis come as a rescuer and the eureka moment is that we see the couple together. Taking forward the positioning, Thoughtshop Advertising has conceptualised a new campaign targeting the youth.

Kismi is over a Rs crore brand and forms less than 1 per cent of the business for Parle. The brand was earlier not promoted on television as it was not earning enough revenue back then.

As the name Kismi is youthful, we focused on the youth: BK Rao of Parle Products

Then we parlee a TVC. In the beginning she snaps a bit but later agrees when the boy sends her a Kismi picture. The brand intends to do something big on the digital front around Valentine's Day next year.

The campaign has been crafted out well with cool graphics and a romantic background score in order to be palatable for the appropriate TG. A year ago, a few flavours like Rajbhog, Kulfi and Rose Milk were launched first by test marketing. Since this commercial has a teenager connect we came up with the concept where a couple is shown having a tiff.

Four months ago, the flavours were launched nationwide.

Parle Kismi strengthens its digital strategy to woo the youth TG

As the name Kismi is youthful, we focused on the youth: That is why we zeroed in on the youth. Whenever they are not able to convey emotions on phone, kiski use emojis.

Until four years ago, the product mostly had its demand from the rural market. In an increasingly cluttered market, we felt the need to promote Kismi and hence, the new TVC.

So, story wise we took the Emoji route, where we see a cold war situation between a girl and a boy.