Parle Monaco betting big on regional markets, releases new TVC with Ravi Kishan & Rituparna Sengupta

The stars have been roped in following Parle Products' strategy of increasing their penetration in the regional markets by making the brand more identifiable to consumers in different regions.

As a part of its new strategy, Parle Monaco is coming up with new TVCs featuring Ravi Kisan and Rituparna Sengupta. The TVC will be followed by a multimedia campaign with both the new ambassadors and will be supported by interesting ground events like Dance, Music and Comedy shows in various cities.

The television commercial, which has been shot at multiple locations in Mumbai and Kolkata, will be aired in three languages, Hindi, Bhojpuri and Bengali. While Ravi Kisan, who is a big star in states like Uttar Pradesh and Bihar, will be promoting the brand in Northern belt, Rituparna Sengupta will be promoting the brand in West Bengal and surrounding regions.

Elaborating on Monaco's regional campaign Shalin Desai, Group Product Manager, Parle Products, said, "We are happy to have Ravi and Rituparna representing the Monaco brand. The regional market is growing at a very fast pace and shows tremendous potential in the biscuit category. Through our internal research, we have found that consumers connect well with the regional celebrities and both the celebs have mass appeal in their respective regions. We are confident that this will further strengthen Monaco's brand image and will help us to reach out to more consumers."

On his association with Parle Monaco Ravi Kisan, said, "Parle Monaco is an iconic brand and all of us have been using it since our childhood. I am delighted and very excited to be a part of the brand."

The new advertising campaign is based on Parle Monaco's existing theme of adding spice to life. While the earlier brand ambassador of Monaco was Aamir Khan, the fresh move to opt for new brand ambassador only signifies the commitment of Parle Products to improve and penetrate the regional markets.

Parle Monaco is already the leading brand in the salted biscuits category. With this new move the company aims to increase its presence across regional markets.