THE POWER OF MILK by Ogilvy & Mather Mumbai for Parle Agro

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THE POWER OF MILK

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Industry Confectionery & snacks, Biscuits
Media Design & Branding
Market India
Agency Ogilvy & Mather Mumbai
Executive Creative Director Anup Chitnis
Art Director Ranjit Mhatre
Copywriter Sundar Sharma
Illustrator Mahesh P. Bolaikar
Released August 2011

Credits & Description

Category: Posters
Advertiser: PARLE
Product/Service: PARLE MILK POWER BISCUIT
Agency: OGILVY & MATHER
Chief Creative Officer: Abhijit Avasthi (Ogilvy & Mather)
Chief Creative Officer: Rajiv Rao (Ogilvy & Mather)
Executive Creative Director: Anup Chitnis (Ogilvy & Mather)
Senior Creative Director: Santosh Patil (Ogilvy & Mather)
Copywriter/Art Director: Shankar Haldankar (Ogilvy & Mather)
Copywriter: Sundar Sharma (Ogilvy & Mather)
Art Director: Ranjit Mhatre (Ogilvy & Mather)
Illustrator: Mahesh Bolaikar (Ogilvy & Mather)
Vice President - Account Management: Hirol Gandhi (Ogilvy & Mather)
Media placement: Posters - Grocery Shops, General Stores Across Mini Metros And Small Towns. - 17th Jan 2012 - 15th Feb 2012

Describe the brief from the client
The brief was to increase the brand recall of Parle Milk Power biscuits in an already cluttered biscuit market and increase sales in rural India.

Describe the challenges and key objectives
With too many milk biscuit brands fighting for shelf space and mind space in the rural market, an important challenge for Parle Milk Power biscuits was to create a top-of-mind recall for itself. The objective was to increase sales by demonstrating the power of Parle Milk Power biscuits.

Describe how you arrived at the final design
In India, people are traditionally religious and consider cow to be a manifestation of the gods. According to ancient religious scriptures, every part of the cow symbolises various Hindu Gods.

Since all gods are depicted in this popular hand-painted art form across India, we saw opportunity in interpreting it for Parle Milk Power biscuits.

Hence we created a traditional transcendental poster of the cow to demonstrate the power of Parle Milk Power biscuits in rural India.

Give some indication of how successful the outcome was in the market
The posters instantly struck a chord with the traditionally religious Indian people and became a talking point. Some of them even spent some quiet time with poster in prayer. As a result, the brand registered in the minds of the people, triggered word-of-mouth publicity and experienced increase in sales.