Asian giant markets‘Londonderry’ sweet

Mumbai confectionery giant Parle Products has just launched an innovative new advertising campaign to market its premium ‘Londonderry’ confectionery, which is inspired by the town we love so well. ‘Londonderry. Tasty. Very, very!’ is the tagline.

Commenting on the new campaign Amit Thakur, Product Manager, Parle Products, said: “We wanted to portray Londonderry as a premium candy having an international appeal to the consumers.

“This entire category is cluttered, so we wanted to break away from the regular creative and showcase something edgy, classy and visually engaging specially for the kids and teenagers.”

The Mumbai-based giant enlisted Everest Brand Solutions to create a colourful campaign to promote the new product.

Intriguingly, Everest have created three films, which feature Londonderry but not as we know it.

One of the 25 second films declares: “Londonderry is an amazing town. On its green pastures lives a cow that actually dances and gives milk but that’s not what Londonderry is famous for. It’s famous for its rich caramel and milk candy. Londonderry. Tasty. Very, very!”

A second film tells us: “Mr Arthur here has an amazing beard that can paint on its own. But that’s not what Londonderry is famous for. It’s famous for its rich caramel and milk candy.”

A third film entitled ‘Library’ is due to be released shortly.

Rahul Jauhari, National Creative Director, Everest Brand Solutions, said: “The brief was to position Londonderry as a premium candy. We created stories around this Irish town of Londonderry which was witness to some amazing things, but where the most amazing of them all was the candy itself.”

Parle is India’s largest manufacturer of biscuits and confectionery and has been making sweets in Mumbai for almost 80 years.

They make the world’s largest selling biscuit, Parle-G, and a host of other very popular Indian brands.

According to the company lost os its products are market leaders in their category and have won acclaim at the Monde Selection, since 1971.

With a 40 per cent share of the total biscuit market and a 15 per cent share of the total confectionery market in India, Parle has grown to become a multi-million dollar company.