The brand has fetched 1,34,620 impressions on social media with special memes and GIFs created with the ‘sacred biscuit’ movement

Parle-G, the biscuit brand that has survived generations, has now joined the millennial game by riding on the buzz around ‘Sacred Games’. It is also looking at more such opportunities in the OTT space.

While #SacredGames dominated the social media scene with Ganesh Gaitonde and Sartaj basking in the limelight, Parle-G also made the most of it with #SacredBiscuit. The entire ‘sacred biscuit’ movement started when a popular character from the web series made a mention of the biscuit brand in one of the episodes. In the world of moment marketing, this is a golden opportunity for a brand and Parle-G has utilized it to the fullest.

The brand has fetched 1,34,620 impressions on the social media with special memes and GIFs around #SacredBiscuit, and content curated especially around the series. The social media reach achieved through the campaign clearly testifies the success of the plan. #SacredBiscuit has created 78,952 impressions on Instagram alone and on Facebook it has achieved a reach of 55,668.

On the other hand, the Hide & Seek Sacred Games creative had 3,82,839 impressions on Instagram and touched a reach of 2,78,786 on Facebook. While the numbers were achieved in just 5 days, the campaign continues to trend on social media.

Digital marketing is always evolving and moment marketing is something that has come to the forefront in the recent years. “It has the ability to take advantage of an event to deliver relevant and related, seemingly spontaneous, and often fleeting interactions with customers in real time. We didn’t associate with Sacred Games but once we learned about the dialogue that has now gone viral we thought of using it to create a buzz. That’s the beauty of digital media and OTT,” said Mayank Shah, Category Head - Parle Products Pvt. Ltd.

“The dialogue in the series created an opportunity and we had to scale it up. Hence, we created content around it,” he added.

Shah explained how this quick moment marketing campaigns are effective for brands. “After running both rational and emotional campaigns there is nothing much left to be done for a brand. Moment marketing keeps the chatter on around a brand and with one fourth of what one would be spending on traditional media. OTT makes it possible to achieve a similar ROI. We would be exploring more of OTT now going forward,” said Shah.

While Parle-G created own content, #SacredBiscuit was also popularized by user-generated content in the form of memes, said Shah.

Does this push sales too? “The brand is too big for such mapping. Parle-G is India’s comfort food and the growth in sales has been consistent between 5 per cent and 7 per cent annually. The brand sells more than 1 billion packs every month. These campaigns are not targeted towards enhancing sale, they are just to stay in the conversations among customers,” Shah added.

While the marketing budget of the brand has also gone up between 5 per cent and 8 per cent, smart creatives on social media have helped the brand create the chatter any good brand needs to stay abuzz and in demand.
(Courtesy: Exchange4media)