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Key takeaways: The Parle journey from offline to digital

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Paawan Sunam
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Parle journey


Krishnarao Buddha, Parle Products graced the occasion of Social Samosa's Best Social Media Brands Awards #SAMMIE2022, and shared deep insights on carrying forward the brand legacy from offline to digital mediums.

The house of iconic brands Parle, which has served Indians through their childhood, and in several cases continue to do so through the consumers' adulthood too, has an interesting turn to its marketing journey, and Krishnarao Buddha, Sr. Category Head - Marketing, Parle Products shares this journey. Parle Products has had a substantial offline presence across traditional mediums such as Print, TV, Digital, and Radio which was efficiently transitioned into a digital presence.

Here are a few key takeaways from the insightful session that gives a glimpse into the foundation of the digital landscape and Parle's adoption of the new-age platform with their age-old values.

Also Read: #SAMMIE2022: Winners bask in the glory

  • Every medium has its own merits, and they're all here to stay
  • While we were experimenting we saw the inclusion of high-speed data triggered a significant change in the digital landscape
  • GST, demonetization, digital payments, zero balance accounts encouraged consumers to move toward Digital
  • For Parle, the digital hemisphere is on social media doing a lot of moment marketing, and the brand has a significant presence on OTT platforms
  • If you want to attract the right eyeballs, you need to have the right content, if your content creation is powerful you can be a crowd-puller
  • The first interaction with Digital for Parle goes back to the early 2000s when Parle partnered with Contest2Win
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