CHENNAI: Parle Products Private Limited, the country’s largest biscuit and confectionery manufacturer, has launched a pan- India campaign to revamp Krackjack as a brand and strengthen its image among the consumers.
There is also a change in the logo and packaging of the product, all because of the duality concept offered by the brand to consumers and the product’s quality of being sweet and salty, Bhavin Panchamia, Product Manager - Krackjack, Parle Products, told this correspondent.
For the new campaign, Parle has signed on actors Swapnil Joshi and Gaurav Gera to project the brand’s quality of being sweet and salty. Panchamia also said that the main idea of the product revamp was to strengthen the brand position and create a new image for the product.
“It is a clear reincarnation of Krack and Jack characters as the basic brand essence is duality. It is imperative to communicate this duality in an interesting manner. We have tried to personify duality in terms of attitudes, lifestyle and behaviour by adding fun to it. We have created this property of ‘Pole Khol’ basically to interact with the consumer in a better way and engage them with the brand,” he said.
“Swapnil and Guarav will play the characters Krack and Jack in the new campaign. Both of them are quite popular and young and this will make the brand more relevant and contemporary as they complement each other very well as Krack and Jack,” he further said.
Vipin Dhyani, Founder and Creative Director, Thoughtshop India, said, “The idea is definitely to communicate duality. From the basic communication of sweet and salty taste, we have moved a step ahead and communicated the core idea of duality by personifying it.”