The 'We Made In India' first chapter made its mark. Catch a glimpse of the picture-perfect moments stored with DigiBoxx.

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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.


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.







Answers to an age-old question


We love the spirit of Abbys. Be it creative or media,
we have won it all. But we still go back for it.
Heaven knows we have been Kyoorius.
And we have a few elephants in the room to prove it.
Two things haven’t changed since the beginning:
1) Our digital first DNA.
2) Our winning streak at IDMA.
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

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