Speaking about the campaign, 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.”
Recently Parle assigned its creative mandate to Thoughtshop Advertising. Now, the agency has rolled out this a TVC for the same.
“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,” added Rao.
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.
Sharing his thoughts about the idea behind the campaign, VipinDhyani, Founder & 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.