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The senior category head at Parle Products spoke to e4m exclusively about its association with IPL, importance of collective TV viewing for the brand and more

by Kanchan Srivastava Published - Apr 19, 2023 9:03 AM | 2 min read

An in-depth understanding of the Indian consumer psyche has helped us develop a marketing philosophy that reflects the needs of the Indian masses, Parle Products proudly declares on its website.

Perhaps thats why the makers of the world's largest-selling biscuit Parle-G and a host of other popular brands became the countrys first packaged food company to cross $2 billion in annual revenues during FY22.

The companys marketing strategy shot to the limelight during the pandemic when it quickly tapped into recipe-related content using social media platforms to stay in touch with the consumers.

In an exclusive interaction with exchange4media, Mayank Shah, Senior Category Head at Parle Products, discussed the brands evolving marketing strategies, association with the Indian Premier League, media mix and much more.

Being a consumer product company, TV remains the dominant medium of advertising for us with 60-65 per cent share. This is followed by digital, which gets 20-25 per cent of the budget. The rest goes to Print and other media.

Parle has partnered with Disney Star for the ongoing IPL. Asked why collective viewing of TV was important for Parle, Shah said: TV is important because sports is best enjoyed with friends and family. In IPL as well, collective viewing of TV brings people together with their family and friends. Collective viewing means more fun and increased viewership. Increased viewership makes all the difference.

Parle doesnt advertise on Connected TV at all. On that he said, Connected TV is still a small number, in terms of consumers. Besides, in the consumer product category, ticket sizes are very small, he contended.

Watch the full interview here.

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TV remains dominant medium of advertising for us with about 65% share: Mayank Shah, Parle - Exchange4Media