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ACTIVITY REPORT
INMA Global Media Awards ’19
Best Marketing Solution for an Advertising Client
CONFIDENTIAL
2
Background
• Parle Platina, is a newly formed division at Parle that handles premium products.
• South India has a very strong acceptance for premium products and hence a very important
market for Parle Platina.
• Tamil Nadu has been a challenging market for Parle, despite significant media investments.
Marketing Objective• To create emotional connect with the audience of Tamil Nadu for Parle Platina range of
cookies.
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Campaign Idea
• Create traditional South Indian festive sweets with Parle
Platina range of cookies during the festive season.
• Create a local connect with the audience by integrating the
campaign with the tradition of cooking home-made sweets
on festive occasions with a locally renowned Chef giving a
twist to traditional recipes.
• Campaign was called Parle Platina Festive Delight.
• Tamil rendition was Parle Platina Pandigai Palagaarangal.
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Local Chef
Rakesh Raghunathan, popular chef from Tamil Nadu was on-boarded to anchor the cookery contest and
be the face of the campaign.
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Multi media amplification to create consumer connect
32 inserts* 8 weeks*22 editions
Mall Activation in Chennai
100+ posts and recipe videos on The Hindu, Hindu Tamil and Puliyogre
Travels
RWA & Ladies Club Activation
14 Micro-influencers led engagement with 60+
Posts and stories
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1) Campaign Launch
• High Impact media
launch in Print and
Digital
2) Chef Recipes
• Celebrity Chef creates
traditional sweets using
Parle platina cookies.
• Recipes are amplified
across Print & Digital
3) Chef opens Contest
• The Chef opened
Consumer contest.
• Gold coins offered as
gratification.
• Recipes start pouring in.
4) Grand Finale
• 100 shortlisted women invited
for grand finale at Chennai
• Winners of the contest got to
display & sample their sweets
at Sri Krishna Sweets, a popular
local chain of sweet shops
5) Brand Engagement
• Brand engagement
content in form of “Story
of a Cookie” across print
and Social media.
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High Impact Print Launch with Front Page Ad
Launch in The Hindu South All Editions and Hindu Tamil- TN All Editions
Reach- 68 Lacs in South India
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Chef Recipes
The Chef created 3 recipes for traditional South Indian sweets using Parle Platina Cookies.
• Milano Mixed Berries Halwa
• Nutricrunch Somasi
• Hide & Seek Café Mocha Payassam
Two versions of videos were created- 59 seconder for Instagram & 2-3 minute for FB Amplification
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Chef Recipes- Print Amplification
Milano and Nutricrunch recipes were carried in The Hindu All South Editions with contextual
branding- Quarter page articles
Hide & Seek recipe was carried in Hindu Tamil-TN All Editions with contextual branding- Quarter page article
In all cases, the product USPs of Parle Platina range of cookies were seamlessly integrated
with the flow of the articles
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Digital Amplification
Launch on TH Reader Connect & Puliyogre Travels FB & Insta Handles
Respective Parle FB Handles were tagged.
Followed by Promo Videos on The Hindu, Hindu Tamil & Puliyogre Travels FB
& Insta Handles
Total Reach- 35 Lacs+
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Chef Opens the Cooking Contest- Print Amplification
The Chef opened the cooking challenges. Ads in Both The Hindu and Hindu Tamil.
Gold Coins offered as a gratification for the winners
The recipes had to be shared on the respective FB Handles of Parle Platina Franchises- Hide & Seek, Milano and Nutricrunch.
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Cooking Contest- Digital Amplification
The cookery contest was heavily amplified through posts and videos on TH Reader Connect, Hindu Tamil FB Handle & Puliyogre SM Handles.
Combined Reach- 35 Lacs
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Recipes start flowing in
Momentum began to pick up once “Gold Coins” were added as a gratification.
Recipes were received on social media handles of Parle, Rakesh Raghunathan and TH Reader Connect
300+ recipes received at FB and Instagram Handles of Parle Platina, Puliyogre Travels
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Activating Chennai for Contest
Parle Hampers delivered to Food Bloggers-
identified by The Chef
Ladies Club Activation
The Chef’s push on SM
SMS/Whatapp Blast
Recipes pour in!
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Recipes received from readers
Some selected recipes and their creators were profiled in The Hindu and Hindu Tamil & TH
Reader Connect FB Handle
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Story of the Cookie-Print Amplification
• For campaign sustenance, “Story of the Cookie” series was done in The Hindu and Hindu Tamil.• Launch article focussed on the premiumization of cookies and introduced Parle Platina range of
cookies• This was followed by an article dedicated to each franchise, where the product USPs were highlighted.
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Story of the Cookie-Micro-Influencer Amplification
14 Micro-influencers amplified the three franchises of Parla Platina- Hide& Seek, Milano and Nutricrunch with interesting posts and stories. These were from genres
Food, Lifestyle, Books, Parenting, Stand-up comedy, Fashion and Travel.
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Grand Finale
The grand finale was conducted in Chennai at AMPA Skywalk Mall.
The event was supported by Sri Krishna Sweets, a local retail chain in Tamil Nadu.
Event Invite advertisement was scheduled in The Hindu.
Grand Finale at AMPA Mall, Chennai
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Event Glimpses
Round 1- Women get pre-cooked traditional South Indian sweets cooked with Parle Platina
Round 1- The dishes were judged by Celebrity Chef Rakesh Raghunathan and
other Chefs
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Event Glimpses
21 women were shortlisted in Round 1.
These women competed in a mystery box challenge and did “Live Cooking”
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Winners
Dr. Sharmila CMilano Winner
Ritu AnchaliatH&S Winner
PL LakshmiNutricrunch Winner
HindushreeMilano
Runner-Up
Mary RajanH&S
Runner-Up
MonishaNutricrunchRunner-Up
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Post Event Coverage
Image for reference only
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SKS Integration
The contest was supported by Sri Krishna Sweets- the winners of the contest displayed and sampled the winning recipes at select outlets of
Sri Krishna Sweets.