Parle’s non-salt biscuit segment is the oldest and is all set to gain the momentum in the market share with the introduction of the new advertisement campaign.

The sweet and the salty proposition of the biscuit are highlighted this time. “Ek hi bite main sweet bhi, salty bhi’, has brought out the brand’s metaphor for the sweet and salty flavor. The characters Krack & Jack are reintroduced in the TV commercial. Based on the market research the company discovered that the audiences still remember these characters. Krack & Jack played by the comedians, Swapnil Shinde and Gaurav Gera. The duality of the character or the brand itself is reflected in terms of attitude, behavior and lifestyle.

The new campaign is created by the agency Thoughtshop. The TV commercial of Krackjack personifies the duality in the taste of this biscuit itself. This biscuit being consumed mainly as the light snack, the TV commercials named “Politician”, Saas Bahu” and “Romeo” all has fun element in it.

The main competitor of Parle in this segment is Britannia’s 50-50 which has made a double digit growth rate last year. Their new campaign together with a good distribution plan helped them out score Parle. The other competitors are ITC’s Sunfeast and the regional players like Priyagold and Anmol.

Krackjack’s sales mainly come from the urban areas (60%), hence priced at Rs 7, Rs 10 and Rs 20 packs. The 40 percent of the customers come from the rural areas. This aggressive marketing of Parle’s Krackjack will help the brand’s market share to a certain extent.

Via: Business Standard