Parle plays on peril of saying 'nacho', pitches Mexitos

Parle recently launched Mexitos (nacho chips) and assigned the creative mandate to Thoughtshop Advertising. Now, a TVC for the same has been rolled out. 

 

The film opens with a college professor spotting a packet of Mexitos in a student's bag. He calls out to the girl and says 'Zara nacho', meaning to ask for some of it. She thinks he's asking her to dance, taking the hindi meaning of the word and starts dancing. As she dances, students gather and take videos. The video spreads and causes defamation of the teacher. Media attacks him with questions, his wife and son leave him, students throw black ink on him and there are protests too. The professor ends up in jail. The voice over tells him that instead of saying 'nacho' he should have used the word Mexitos instead. 

 

B Krishna Rao, deputy marketing manager, Parle Products, said, "At Parle Products, we have proudly entered a new segment in snacks with Mexitos nacho chips. Taking this pride ahead, we have strategised a strong communication for this marvellous fun brand by partnering with Thoughtshop Advertising team once again. "

 

He added, "The communication plan presented by Thoughtshop reflected to pioneer Mexitos as a brand in its category by creating a strong communication in the nacho category. Keeping in mind the brief, the agency cracked the perfect tagline, 'Nacho nahin, bolo Mexitos' thereby creating a strong communication base across TVC, print, radio and digital media."  

 

Vipin Dhyani, founder and chief creative director, Thoughtshop Advertising & Film Productions, said, "We are proud to add another feather to our hat from Parle Products. Our strategy has been to focus on highlighting the brand 'Mexitos' replacing nacho, its category name and thereby, arriving to 'Nacho Nahin, bolo Mexitos'. We take it in our stride to build the brand value and contribute to the company's growing legacy in its premium snacking category. "

 

The 360-degree campaign also consists of digital in which a microsite featuring such gags will be uploaded. 

 

Credits

 

Client: Parle Products

Client team : Pravin Kulkarnii (GM), B Krishna Rao (deputy marketing manager)

Creative agency: Thoughtshop Advertising & Film Productions Mumbai

Writer and chief creative director: Vipin Dhyani