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.
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