Parle Products is nudging relationship dynamics with the launch of a digital film to celebrate the highly complex yet cherished relationship between a father and his offspring.
The social experiment film urges kids to take the opportunity of Father’s Day to communicate what they really feel to pater, and provides some thought starters to facilitate the conversation.
Conceptualised by creative agency Please See, the film showcases real father and children duos to display what raw emotions look like and to encourage this dynamic, but also to cherish the memories and express gratitude of the occasions that made them proud of 'the old man'.
The love and sacrifice of fathers
“In everyday life, we often talk about the love, dedication and sacrifice of mothers, but there is not much conversation around the love and sacrifice of fathers, which is equally dear to a child,” said Krishnarao Buddha, senior category head at Parle Products.
“Very few talk about fathers who go above and beyond for their children, that too, without being able to fully express themselves.
“A father is the most important man in a child’s life, yet the relationship dynamic makes children hesitant to communicate their love and appreciation to their fathers as easily as they would do their mothers. There is so much that we want to thank them for, but often don't.
“By launching this campaign, we hope that our audiences will be able to identify and resonate well with the sentiment and be inspired to tell their fathers the three little words that we all need to say more often - ‘Thank You Dad!’.”
Founded in 1929, makers of the world's largest selling biscuit, Parle-G, and a host of other very popular brands, Parle has grown to become India's largest food company, producing the world’s largest selling biscuit, Parle-G, among other snacks, cakes, rusks and biscuits.
An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian consumer, making it a tradition to not only deliver taste and health, but also a value-for-money positioning that allows people from all classes and age groups to enjoy.