Outright winner: Parle Kapi Candy TV campaign

https://www.youtube.com/watch?v=wpw6JJcrrRQ&list=PPSV

https://www.youtube.com/watch?v=Jny2z3WGrJY&list=PPSV

https://www.youtube.com/watch?v=6quC0cxJZ84&list=PPSV

I have been working in the FMCG industry for more than 30 years and was lucky to handle some great brands. In the early days of my career, I had the most fun while working on the Parle portfolio of biscuits and confectionery. Even though confectionery or hard-boiled sweets were targeted at young kids, we would often conduct focus groups and depth interviews with children, sometimes as young as 5 and 6 years old. When I look back on the work I did, it seems unbelievable that consumer research could be deployed even with children to uncover product ideas and generate insights for communication. All fond memories, which came rushing back, when I stumbled on the recent ads for Parle Kapi candy. Along with my consulting buddy and colleague, Jishnu Changkakoti, I’m sharing our reaction to the campaign.

Children have notoriously limited attention spans, so ads need to entertain as much as inform. The Parle Kapi candy ads do just that, and interestingly, target older consumers who likely will be more receptive to the mature tasting coffee flavour. Kids usually love chocolate, though Cadbury’s has done a great job of giving us adults permission to indulge and expanded the market substantially. The Kapi candy ads give us the full right to be kids without any conditions.

Communication Objectives:

Parle has a long history in India and is best known for the iconic Parle-G brand. The confectionery business has comprised winners like Poppins, Melody and Kisme (that is the name, really!!). With the Kapi candy, this new ad series aims to create awareness about the product and position it sharply for adults who can’t control their child like instincts, whatever the occasion.

One ad depicts a company meeting in progress, which is interrupted by the boss who announces a tea break. When our main protagonist Manav, a young executive with a mischievous smile, is asked whether he will have tea, he responds with “No Sir. I will eat coffee”. The boss does a double take at this ridiculous request, while the ad goes on to announce the new Kapi candy with filter coffee and caramel. It ends with “Khayega to dil bolega, ?Mmmm, coffee khaogey?”.

The second ad is a birthday party for grandma, who responds with the same “Main toh coffee khaongee” when asked if she will have tea.

In the third execution, the setting is an arranged marriage proposal where a boy comes with his parents to meet the girl. The boy’s mum proudly says that her modern minded son even makes tea. But when the prospective groom asks the bride to be if she will have tea, her “Main toh coffee khaongee” response floors the boy and his parents.

Target Audience:

These ads target adults in a natural and uncomplicated manner; no fuss about the guilt of grownups behaving like kids. Watching the ads made us feel that candy is for everyone and for any occasion. I have a niggling feeling that kids will soon be gulping down this candy to make them feel like adults. This is the Cadbury chocolate strategy in reverse gear.

Proposition:

Working with the general notion that coffee is a drink, Parle Kapi candy, cleverly twists the tale with the “I’ll eat coffee” idea. The unexpected idea of coffee also being something to eat works like a charm and establishes the product category and story quickly and effortlessly.

Creative Idea:

The snappy interactions, tongue in cheek humour, exaggerated expressions, and quirky music all mesh together to make this a memorable campaign. The ridiculous notion that coffee can be eaten breaks the mould and instantly draws our attention. Being thoroughly enjoyable, we didn’t mind watching the ads again and again. Using almost the same script with minor variations across executions works like a multiplier and unforgettably pins the brand into our minds.

Brand Integration:

This ad cannot be for any other brand. Period.

Campaign or one off:

No debate here. The flexible creative idea lends itself to unlimited variations and could go on forever. All that’s needed is a team of copywriters and Brand Managers endowed with a great sense of humour and a vivid imagination.

If we were Parle’s Professor of Marketing and Advertising (what a lovely flight of fancy for me!!) the ad would have got a 9.5 on 10 in the final exam. If you want to know what the 0.5 deduction is for, it’s just us being impossible to please academics and grumpy marketers who need to find something wrong to make our day.

One final disclosure: A long time ago, in a galaxy far, far away, I worked at Parle for four years in their Marketing department and loved every minute of it. This review fully reflects my bias though you will all agree with our views after you see the ads.

Adios.