A Delectable Partnership: Parle’s Winning Strategy for the ICC Men’s Cricket World Cup on Disney+ Hotstar

In the comfort of our homes, as we tuned in to the unmistakable sounds of the bat striking the ball and the electrifying roars of the crowd, there was something missing from the quintessential cricket-watching experience – the aroma of delicious snacks wafting through the air. Cricket matches in India have always been more than just a sport; they are a sensory celebration that brings people together.

With the return of the ICC Men’s Cricket World Cup to India after a hiatus of 12 years, Parle identified an irresistible opportunity to not only connect with millions of cricket enthusiasts but to also elevate the joy of watching the game by pairing it with the delightful treats we love. Choosing Disney+ Hotstar as the stage to unfold their strategic brilliance, Parle embarked on a journey to seamlessly blend the excitement of cricket with the deliciousness of its iconic products.

Execution & Strategy

Parle strategically unveiled a multi-faceted campaign on Disney+ Hotstar, showcasing an array of its popular products including Happy Happy cookies, 20-20 biscuits, Hide & Seek biscuits, Kaccha Mango, and Kismi. This move was not just about placing products on screen; it was a meticulous execution that aimed to create a harmonious association between the brand and the fervor of cricket.

Leveraging the extensive viewership of the ICC Men’s Cricket World Cup, Parle strategically positioned its brand to reach a pan-India audience. The love for cricket served as a catalyst, allowing Parle to achieve a broader reach and reinforce its regional presence. By aligning its campaign with India matches, Parle maximized its impact, ensuring that its products were not just seen but embedded in the minds of cricket enthusiasts.

The heart of Parle’s strategy lay in the synergy between cricket, audience engagement, and its diverse product range. Understanding the emotional connection Indians have with cricket, the brand strategically employed a mobile-intensive campaign during India matches. Its use of multiple 20-second mid-roll ads during ad breaks showcased a keen understanding of the digital landscape. In a world where attention spans are fleeting, these short and impactful snippets aimed to capture viewer attention, drive awareness, and enhance recall for Parle’s products. 

Brand Speak

Impact

The campaign resulted in double-digit uplifts across key metrics, including Purchase Intent and Brand Awareness, for Parle’s diverse range of products.