Kaccha Mango Bite gets Bachchan to endorse goodness of raw mango, memories of childhood

Parle Products has roped in Amitabh Bachchan as brand ambassador for its candy brand Kaccha Mango Bite. A TVC featuring Bachchan, conceptualised by Everest Brand Solutions, went on air in mid-December.

The intent is to make the candy popular with adults by making a strong connect with their childhood.

The film opens with Bachchan, seated in a car, spotting raw mangoes on a tree. Wanting to get his hands on them, he throws a stone at them. Missing the mangoes, the stone breaks a glass window of an adjoining house. The lady of the house rushes out with a stick in her hand looking out for the culprit. Bachchan admits his folly and says that he was reminded of his childhood when he spotted the mangoes. The lady, overwhelmed on seeing Bachchan, calls out to Bunty to get ‘kachche aam ke xerox’ (photo copy of raw mangoes). As Bachchan wonders what it could be, a young boy hands him Parle Kaccha Mango Bite. Bachchan pops one, and exclaims, “Aha! Bachpan yaad dila diya” (Reminded me of my childhood). He asks for one more.

Samir Chonkar, ECD, Everest Brand Solutions, said, "It's been nearly five years since we have created any new communication for Kaccha Mango Bite. The basic premise of the brand is that it is aam ka xerox , it tastes exactly like kaccha (raw) mango. When Parle roped in Amitabh Bachchan for this, we wanted to create a TVC that would appeal to people of all ages. So we thought that instead of a typical celebrity TVC where the celebrity comes and endorses the brand, we wanted to create a TVC that is entertaining as well. We wanted to recreate the feeling of 'Bachpan yaad aagaya.'"

Shalin Desai, group product manager, Parle Products, said, “Kaccha Mango is popular for its flavour and well established amongst our target audience. The tantalising khatta-meetha taste of raw mango is a favourite amongst children as well as adults.”

Credits
Client: Parle Products
Creative agency: Everest Brand Solutions
President: Dhunji S Wadia
NCD: Rahul Jauhari
ECD: Samir Chonkar