Did Parle Marie Bite Off More Than It Can Chew?

IF THERE'S ONE marketing campaign that has dominated this season of the Indian Premier League (IPL), it is Parle Products' Marie.

- CHRISTINA MONIZ

IF THERE'S ONE marketing campaign that has dominated this season of the Indian Premier League (IPL), it is Parle Products' Marie. The ad films, created by Thought Blurb, capture the everyday scenarios where consumers ask for a packet of Marie biscuits, resulting in complete chaos. The campaign message is clear: Don't just buy any pack of Marie biscuits, insist on Parle Marie.

The ads seem to have got a barrage of mixed responses from consumers. While some appreciated the humor, many IPL viewers were particularly irked by the frequency of the commercials and social media was flooded with complaints and memes about the campaign.

According to TAM Sports, Parle Products was incidentally the top advertiser at the IPL, accounting for 10% of the advertising volumes in the first 31 matches. The brand has taken note of the viewer complaints and has reduced the frequency of the advertisement during the tournament.

The episode also brought into focus the issue of frequency capping, the foundation of efficient media spending. It limits the number of times the same ad is displayed on TV, CTV or on digital media to a certain consumer. Repeatedly showing the same ads can make ads less interesting; capping their frequency ensures that campaign budgets are not wasted.

So what made Parle go overboard with Marie?