Parle’s Melody, a popular toffee brand in India, has been known for its catchy jingle and nostalgic appeal. Its presence at the neighbourhood kirana shop, the joyous tradition of distributing these toffees on birthdays, and the glee on a child’s face while purchasing them, remain unchanged over the years. For many, these wrapped delights have retained their status as a childhood favourite, igniting a sense of nostalgia. Marketing campaigns by Parle have tapped into the FOMO phenomenon, leveraging it to create a sense of curiosity and desire among consumers.
Introduced by Parle as a two-in-one toffee with a caramel exterior and a delectable chocolate interior, Melody quickly became a household name. Yet, standing out in the competitive confectionery market, particularly with price-sensitive offerings, presented a significant challenge. The 1980s witnessed fierce rivalry from Cadbury’s Eclairs, which had found its own success, leveraging the brand name to assert a strong position in the market.
Krishnarao Buddha, Parle’s senior category head of marketing, distinguishes Melody from Eclairs, emphasising the uniqueness of Melody’s softer caramel exterior and the visible chocolate filling inside. The agency entrusted with Parle’s advertising, Everest, devised a creative strategy to set Melody apart. The brainchild of Haresh Moorjani, the agency’s creative lead, was an enigmatic tagline: “Melody ke andar itni chocolate kaise bhari batao? Melody khao, khud jaan jao.” This slogan intrigued consumers, harnessing the power of curiosity and the promise of an unmatched chocolatey experience.
Buddha underscores the campaign’s success, leveraging curiosity as a marketing tool to captivate consumers. The enduring tagline remained consistent, reinforcing Melody’s unique identity and leaving a lasting impression. Through television commercials, Parle targeted a diverse audience, predominantly the youth, crafting scenarios that invoked curiosity, be it in playgrounds, classrooms, or glamorous settings. Sporting coaches, school kids, and even film stars posed the iconic question, inviting the audience to unravel the secret behind Melody’s chocolatey allure.
This strategy’s success lay in creating a sense of intrigue, urging consumers to indulge in Melody to uncover the answer themselves. Accompanied by a catchy jingle, “Melody hai chocolatey, Melody hai chocolatey,” the campaign’s balanced rhythm further echoed the toffee’s irresistible appeal. The innovative marketing approach transcended boundaries, captivating both urban and rural audiences through television ads, leaving an indelible cultural impact. Over time, the tagline became ingrained in internet culture, making appearances in memes and even featuring in popular Bollywood movie dialogues. Parle’s Melody epitomises the lasting influence of creativity, curiosity, and the art of crafting marketing legacies that endure across generations.
RTM Watch’s Take
Parle’s Melody has successfully tapped into the FOMO phenomenon, leveraging it to drive consumer behaviour and increase brand engagement. However, it is crucial for brands to strike a balance between creating a sense of urgency and ensuring the well-being of consumers. While FOMO can be an effective marketing tool, it is essential to consider the potential negative consequences and prioritise the mental health and satisfaction of consumers.
