Challenge

Melody had always been India’s most loved toffees. However, Parle Candies being a late entrant in the digital ecosystem, the brand love had never found a voice in the social sphere. The task was to rekindle the love for melody, capitalizing on the nostalgia, yet appealing to the audience of today.

Content Insight

Very few brand taglines have been as iconic and timeless as ‘Melody itni chocolaty kyu hai? Melody khao khud jan jao.’
This decades-old question has never had an answer. But we are now in an era where everyone has a voice, and hence a unique answer to the question.

Solution

We asked our audience to answer this sawaal in their own way. Up for grabs was an Amazon voucher and bragging rights. The posts inviting entries set the tone of the campaign, in a language relatable to today’s netizens. This served a dual purpose, making Melody a brand of today, while reinforcing its legacy.



Results

2.4M+

Reach

700K

Engagement

21K+

Answers to an age-old question

Awards

Abby
We love the spirit of Abbys. Be it creative or media,
we have won it all. But we still go back for it.
KYOORIUS
Heaven knows we have been Kyoorius.
And we have a few elephants in the room to prove it.
IDMA
Two things haven’t changed since the beginning:
1) Our digital first DNA.
2) Our winning streak at IDMA.
DIGIXX
In all honesty, we always had the X factor.
It was proven when Digixx awarded us
the Social Media Agency of the Year.

We tranform
Brands.
Businesses.
Breakthroughs.

We are here to
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greatest problem

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