With this move Parle G is reaching out to engage both, parents and kids, beyond the usual means of advertising and is trying to connect with the audiences in the philosophy they stand for. Ruskin Bond will be contributing two articles every month, which will be letters to the children, talking about tales about life in the mountains, adventure, nature or simply the beauty of life.
Parle Products, India’s largest biscuit, confectionery and snack manufacturer is all set to extend its digital campaign for its flagship brand Parle G. With this, the campaign enters into its next phase and ropes in renowned author Ruskin Bond as a guest blogger to write for their micro site – TheFutureGenius.com. The edutainment site, TheFutureGenius.com is an interactive portal where parents can interact and share videos, audio clips and documents to showcase their child’s talent.
The micro site also has counseling section called – Genius Gyaan which features advice from experts to help the parent discover the genius in their kid. Along with Bond, the company has also roped in a celebrity mother blogger, Kiran Manral and a kid blogger who will write for the brand on issues related to parenting and upbringing of children.
The campaign was started in the beginning of the year across multiple platforms, for Parle Products’ flagship brand Parle G. The current initiative, “Aao Banaye kal ke Genius” is now being leveraged heavily on the digital medium. The activity was kick started by releasing teaser videos across YouTube, Facebook and Twitter and was followed by unveiling of the TVC online. Along with this the company had also conducted a Twitter contest to promote their three teaser videos and to engage the audience.
Commenting on this, Mayank Shah, Group Product Manager said, “The response we got for the campaign on the digital medium was tremendous and it helped us reach out to the audience effectively. We are now looking forward to leverage this and for the same we have got the renowned author Ruskin Bond on board. With this, we are looking forward to bringing alive story–telling. This will give us an opportunity to interact with our core target group and build a strong relationship between the brand and them.”
Commenting on this Ruskin Bond said, “To children I would like to say develop interests beyond academics. While information technology may give you information, knowledge is a far deeper thing that is needed to understand the world around us.”
The activity was very well received by the audiences in the initial phase itself. The total number of user generated content received for the campaigns till date is 436 uploads, including videos, pictures and documents. The total hits received on the site also increased to 1, 47, 773 visits. Recently the campaign won the Digital Crest award for the TheFutureGenius.com, as best Community/Website Blog.