In the `Biscuits space’ Parle G has stood the test of time. We all have our childhood memories around Parler G . It is the cheapest rectangular brown biscuit which we all love to dip in our not so hot chai or milk. For new born kids (4 to 6 months old) mothers love to mix the biscuits with milk as the first meal.
Parle G biscuits are available from small tribal villages to the length and breadth of Americas and England. During the lockdown it was Parle G which saved the day for many migrants who walked back to their villages.
But currently the brand is in news for a different reason. It has been gathering support on Twitter after it took a strong stand against promoting ‘toxic content’ amid the TRP (television rating point) scam unfolding around Republic TV.
The senior category head Krishnarao Buddha of Parle Products,told a newspaper that the company wasn’t going to advertise on news channels that broadcast toxic content.
He said, “We are exploring possibilities wherein other advertisers can come together and sort of put a restraint on their advertising spends on news channels, so that there is some sort of a clear signal to all the news channels, that they better change their content.”
People on the social media platform came together to support the choice and named the idea ‘genius’.
About the Brand Parle G
Filled with goodness of wheat and milk since 1939 (before independence) the brand with its unique taste expanded over the globe. Parle-G was declared the world’s largest selling biscuit brand by Nielsen in 2003. In a recent statement, the company has also cleared that during the recent national lockdown due to COVID19, they registered record selling of biscuits in the last 8 decades.
Ever wondered what G stands for in Parle-G? According to the brand, it refers to glucosethe biscuit used to be called Parle Gluco in the early 80s. Later, it was renamed as Parle-G to add some cool factor. Some believe the G also stands for Genius.
TV commercial in which a burly Dadaji and his precocious grandchildren sang in chorus — “Swaad bhare, Shakti bhare, Parle-G”. In 1998, Parle-G found a quirky brand endorser in Shaktiman, the desi superhero from a telly screen who was immensely popular with Indian kids.
And Parle products have not looked back since. From “G Maane Genius” and “Hindustan ki Taakat” to “Roko Mat, Toko Mat“, Parle- G’s fun yet relatable ads helped it move its image from mono-dimensional to multi-dimensional — from an energy biscuit to a source of strength and creativity.
For instance, its 2013 ad campaign encourages parents to give their kids a free hand in pursuing their dreams. The jingle, for which Gulzar lent his pen and Piyush Mishra lent his voice, celebrates “Kal ke Genius“.
There has been no change in taste of the biscuit and its packaging too. The same white and yellow wrapping with the picture of a cute little girl carrying mildly-sweet crunchy biscuits has been there.
One user @gmnautiyal01, wrote, “I love #ParleG biscuits will always do. For those who cannot afford basic necessities #ParleG is their meal – I have seen so many people eating this amazing energy source while walking on the streets, under the bridges in Mumbai & so many more -Thank you for keeping hunger away”
The move comes amid the backdrop of TRP scam revolving Republic TV and a few other channels.
The police had said at the press conference that they had found that some channels were manipulating the TRPs by paying former employees of Hansa research group which was in contract with BARC to conduct the research.
Meanwhile, after being summoned by the Mumbai Police in connection with the TRP rigging case, Republic Media Network’s Chief Financial Officer CFO Shiva Subramaniyam Sundaram did not present himself to record his statement saying he had moved the Supreme Court and the matter was likely to be listed for hearing by next week.
The Mumbai Police had also asked several officials from advertising agencies to join the probe. Sam Balsara, chairman and managing director of ad agency Madison World and Madison Communications, appeared before the crime branch on Saturday to record his statement. The Economic Offences Wing has also been roped in to probe the financial angle to it.
Parle G is one among the multiple brands that have been spooked by the accusations against TV channels that they are faking TRPs.