Parle-G's effective five-second stories

How many times have we gotten nostalgic about something that is a big part of our lives, and thought how “It’s just not the same anymore”? When it comes to certain experiences, we wish nothing changed. It could be anything; a pub, our school, a car, a city or just about anything else.

[caption id=“attachment_86037” align=“alignleft” width=“380”] A still from the ‘Books’ spot[/caption]

Parle-G’s new campaign for its signature biscuits plays on exactly this insight - how the biscuits haven’t changed at all since anyone can remember. The campaign, created by Everest Brand Solutions, comprises eight spots that juxtapose people’s reluctance to accept change with the fact that the biscuits, however, are still just the same. And all of this in just five seconds.

For instance, a woman is in a cloth shop, ruing over how fabrics these days just aren’t the same as they used to be. Cut to the shot of someone offering her tea and Parle-G, with the promise of ‘wohi pehli waali baat’. The remaining spots follow the same route, albeit with different settings.

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The ‘Newspaper’ spot has a man disappointed with the newspapers of today, while the ‘Books’ spot rues over how today’s writers aren’t a patch on the their older counterparts. The ‘Holi’ spot has a man feeling nostalgic about how festivals used to be celebrated before. ‘Cinema Hall’ and ‘Neta’ highlight on how film heroines and political leaders have changed, respectively.

Watch all the spots below:

To set a context and establish a brand connect in just five seconds is no mean feat. The spots are crisp, precise and to the point. This is a neat way of reinforcing what is perhaps an iconic brand truth.