FMCG company Parle Products has unveiled a new campaign for Parle Fusion Candy, an innovation in the candy segment that brings together two distinct flavors in one candy. Titled ‘Taste Itna Great, Mooh Se Na Hoga Wait!’, the campaign highlights Fusion’s taste and personality, positioning it as a choice for kids and young consumers.
Fusion Candy features a dual-layer format, where two complementary flavors come together. Available in three variants – Mango Float (Mango + Vanilla), Cola Float (Cola + Vanilla) and Blueberry Cheesecake (Blueberry + Cheesecake) – Fusion also features real fruit pulp. With this launch, Parle aims to change candy consumption by blending familiar flavors with modern taste concepts.
The campaign film is set against a carnival backdrop and unfolds with a narrative. As a fire breather prepares for his act, his mouth develops an urge for Fusion Candy, it detaches itself and races through the carnival in search of it. The runaway mouth lands at a candy shop demanding Fusion, leaving the shopkeeper unfazed. Once the candy is popped in, the mouth returns, reinforcing Fusion’s message of taste where waiting is impossible.
Mayank Shah, Chief Marketing Officer, Parle Products said, “Fusion Candy represents our constant effort to bring innovation and excitement to the confectionery category. Today’s young consumers look for novelty, rich flavors and memorable experiences. With Fusion’s dual-flavored format and real fruit pulp, we are offering something truly distinctive. This campaign uses humor and visual surprise to reflect just how irresistible the product is, making Fusion an instinctive choice at the point of purchase.”
Mayur Varma, CCO, 82.5 Communications said, “The idea was to create desirability for the candy. So, we showed a mouth going rogue! It develops a mind and body of its own to get the what it desires – Parle Fusion. We are very excited about the potential of our mouth mascot to take the brand forward.”
Launched as an offering, Parle Fusion Candy aims to drive awareness and trial across its core audience of kids, while also appealing to youth and mothers. The brand is positioned as a candy that delivers excitement from the first bite.
As a part of a media rollout, the campaign will be launched across PAN India. The film will be supported by television visibility and will also be amplified through digital media to ensure reach and recall across target geographies.
Campaign Credits:
- Client: Parle Products Private Limited
- Brand: Parle Fusion Candy
- Chief Marketing Officer: Mayank Shah
- Product Manager: Vikram Raghav
- Deputy Brand Manager: Shriram Kelkar
- Creative Agency: 82.5 Communications
- Director: Siva Romero
