In a market dominated by a brand that has successfully sold 3 chips in a packet full of air, it takes bold determination to try and grab a market share of your own. Customers have done their part and have been welcoming to new brands and with time the mighty Lay's has lost it's hold over the customer. New brands offer the same variety of flavours, the same price and the same quality. New brands now enjoy prominent display at shops and are also the first choice of brand for many buyers.
This is all about chips, the thin sliced potato waffer that is loved by all and been there for decades now. Introduce Nachos, originating in Mexico and popular in America. It would take a mammoth effort to get the indian customers to shift from their beloved potato waffers to something that looks takes and sounds different, Nachos.
It's never easy to introduce a new product but Parle's approach to introducing its nachos brand Mexitos in the market should be the case study for every brand that wants to learn about launching a new product in an alternative dominated market.
The approach was to play with the word 'Nacho'. Nacho worldwide would have a recall of a snack time food. Nacho in India would mean 2 things a snack and the Hindi word for dance.
Parle's poked fun at the Indian mentality of instant shamming. With the college professor innocently asking a girl for a nacho but she miss understands and starts to dance. Media takes it to new levels and the helpless professor can't do anything to save himself. The ad is filled with funny over exaggerated scenes which add to the recall factor making this a very memorable ad.
Full marks for concept, execution and casting.
This ad does save Parle from a terribly insensitive ad they made some time ago.
Click here to watch.
Enjoy the ad!
Yeah! Unfortunately Lays has taken the place of our plain local big bag of chips. But Lays has just few chips and other bag is filled with air. This is not good.
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