Parle attempts to end parent-child ‘milk battles’ with Milk Shakti

Parle launches an alternative to milk, ‘Milk-Shakti’ and aims to end the child-mother milk battles in every household.

Milk Shakti, Parle’s biscuit brand was shown as an alternative to solve the tantrums caused by kids as they assert the milk-drinking practice. The practice is enforced upon every child in the traditional Indian household. And that’s what Parle wishes to curb! Three campaigns have been launched are in the languages – Hindi, Bengali, and Tamil. It’s available on television as well as the digital platform. The brand promises to reach out to its regional audience as well. It targets the sub-culture through the portrayal of children from different states of India, reacting to milk differently. Commenting on the campaign, Mayank Shah, Senior Category Head, Parle Products claimed, “This campaign addresses every mother’s greatest worry – how to get her child to drink milk. Interestingly, while milk is part of folklore in every part of the country, there is a milk tale unique to every region, be it Patna or Puducherry. In this campaign, we have captured the regional idiom. Which is why the regional campaign precedes the national rollout of the campaign” Parle Milk Shakti | Doodh Se Dosti (Hindi) Parle Milk Shakti | Chaap Niyo Na (Bengali) Parle Milk Shakti | Gada Gada Mada Mada (Tamil) Thought Blurb, the creative agency behind the Milk Shakti campaign, has showcased the mother-child-milk triangle.



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