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War Games

The film opens on a Roman king, played by brand ambassador Hrithik Roshan, who is all set to fight against an enemy country.

Ad Review: Parle Milano

Campaign: King-Queen

Brand: Parle Milano

Company: Parle

Agency: Thoughtshop Advertising

The Campaign

The film opens on a Roman king, played by brand ambassador Hrithik Roshan, who is all set to fight against an enemy country. He then realises that the rival army is ruled by a beautiful queen and instantly falls in love with her. That night he goes to the enemy camp and visits the tent of the queen with Hide & Seek Milano cookies and says ?I am the new cook, my queen?. The queen is charmed by him and the taste of the cookie and they spend the night together. The queen wakes up the next morning to realize that the tattoo sported by the new cook was the same as in the enemy army’s flag. The war ends as Hrithik says, ? who says you need to fight to win a war?. The ad ends with the brand’s tagline, ?There is a secret behind every Milano?.

Our Take

This particular film carries forward the brand’s positioning ‘There is a secret behind every Milano’. The brand has maintained a consistent image for quite sometime with elements of romance and sensuality in its communication and that has been kept intact in this television commercial too. The ad weaves a romantic story to bring home the point that ‘there is a secret behind every Milano’. The consistency of its positioning and the tone that it adopts, has allowed the brand to have clutter-breaking communication to target its audience.

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First published on: 23-08-2011 at 04:14 IST
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