Parle Products has roped in well-known
author Ruskin Bond to promote its flagship brand Parle G as a way of extending
its existing digital campaign. Mr Bond, not 007, but Mr Ruskin Bond will be a
star blogger and write for Parle’s micro site – TheFutureGenius.com. The
edutainment site is an interactive portal where parents can work together and
share videos, audio clips and documents to display their child’s flair.
Parle G has been a product that us elders
are familiar with and have grown up with, mainly dipping it in our tea (if our
parents allowed us) else the milk, targets to reaching out to connect both with
parents and kids. Ruskin Bond will be providing two articles every month, which
will be letters to the children, narrating about tales and life in the
mountains, escapades, nature or merely the magnificence of life.
The micro site also has counselling segment
described – Genius Gyaan which features suggestions from experts to assist the
parent in realizing the brilliance in their kid. Along with Bond, the company
has also roped in a superstar mother blogger, Kiran Manral and a kid blogger
who will write for the brand on topics related to parenting and rearing of
children.
The promotion was started in the starting
of the year across numerous platforms, for Parle Products’ flagship brand Parle
G. The existing project, “Aao Banaye kal ke Genius” is now being leveraged a
great deal on the digital means The movement was kick started by releasing
teaser videos across YouTube, Facebook and Twitter and was followed by introduction
of the TVC online. Along with this the concern had also performed a Twitter
contest to advance their three teaser videos and to connect the audience.
Mayank Shah, Group Product Manager said,
“The reaction we got for the drive on the digital medium was marvellous and it
helped us contact the audience efficiently. We are now looking forward to influence
this and for the same we have got the well-known author Ruskin Bond on board.
With this, we are looking forward to bringing alive story–telling. This will
give us an occasion to work together with our core objective group and build a
strong association between the brand and them.”
Observing on this Ruskin Bond said, “To
children I would like to say increase interests beyond academics. While
information expertise may give you information, knowledge is a far deeper thing
that is required to comprehend the world around us.”
The concern states that the micro site has
received heartening reaction with 436 uploads, counting videos, pictures and
documents.
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