Parle celebrates legacy with ‘Since 1929’ confectionery campaign

Parle Products has launched a new campaign for its confectionery range, highlighting the brand’s long history and presence in Indian households. Titled “Parle, Since 1929”, the campaign focuses on the connection consumers have had with its sweets over the years.

The film shows moments from childhood, school, and daily life where Parle sweets are present. It presents Parle Confectionery as a familiar part of Indian life.

The ad shows how Parle has been part of Indian life over the years, from past to present. It features the confectionery in everyday moments without direct promotion, highlighting its continued presence in people's lives.

Mayank Shah, vice president, Parle Products, said, “Parle Confectionery has been part of India’s growing-up years for over nine decades—and this campaign is our way of saying thank you. ‘Since 1929’ is more than just a milestone; it’s a symbol of trust, joy, and timeless memories shared across generations. With this film, we’re not just revisiting the past—we’re reinforcing our place in India’s present and future”

The campaign will be amplified through a media mix spanning digital, regional, and youth-centric channels, creating strong visibility and recall across India.

Campaign Credits:

• Client – Parle Products Private Limited

• Brand – Parle Corporate Confectionery

• VP Marketing – Mayank Shah

• AGM Marketing – Kaizeen Writer

• Deputy Brand Manager – Parag Kelshikar

• Creative Agency – Liqvd Asia