Parle connects with audience through Durga Puja

Parle Products, India’s leading biscuit and confectionary maker, propagated the message of equal food distribution through the Bosepukur Sitala Mandir Pandal, one of the oldest and revered Durga Puja Pandals in Kolkata which saw millions of devotees converge each day of the five day-long extravaganza. The brand partnered with Arun Sign Service from Kolkata, where the outdoor media owner executed the entire out-of-home promotional activity for Parle Biscuits.

Parle Products and the Bosepukur committee directed its creative efforts towards a novel concept and unique design sensibilities in the making of the Pandal. The innovative concept was designed to pay homage to Goddess Annapurna, the Goddess of Food and Nourishment. The design of the Pandal depicted a human food chain that was constructed with over 3 lakh biscuit and 5 thousand candy replicas. The products used were some of Parle’s most popular brands like Parle Top, Parle Marie, Parle G, Parle Cream Cracker, Parle Mango Bite, Parle Kaccha Mango Bite and Parle Londonderry.

Speaking on the successful festive promotions, Bhavin Panchamia, Senior Product Manager, Parle Products said, “West Bengal is a key market for us. Durga Puja is the most important festival in Kolkata and is an opportunity for us at Parle to connect with our loyal consumers in a unique and one of a kind approach. This year the Parle Bosepukur pandal saw millions of visitors establishing it as one of the foremost innovative puja pandals in Kolkata. We have been one of the biggest advertisers during Durga Puja since many years. Our idea is to make the celebrations lively and interesting. The objective is to promote rich Bengali culture. Thus, we participate in the traditional festivals and do some activities around it. It helps us to build an emotional connect with the consumers. This year we have tied up with Bosepukur Sitala Mandir and we are paying tribute to goddess Annapurna, where the whole pandal is made up of Parle Biscuits and candies. The pandal displayed a unique concept never seen before. We are happy to have delivered an amazing Durga Puja experience to the visitors as well as the citizens of the City Of Joy and hope to make it bigger and better with each coming year.

Parle Products’ also engaged Tollywood actress Subhashree as the brand ambassador for the festive season and deployed various outdoor formats to cover the Durga Puja festivity campaign across West Bengal.