Parle’s Rola Cola was a much loved candy from our childhood that was no longer in circulation. On Twitter, a loyal fan asked us what he would need to do for the brand to bring the candy back into circulation.

We set out an attainable task. If he garnered enough love for the candy online, we’d get Parle to re-launch Rola Cola.

We asked our loyal fan to gather 10,000 re-tweets in order to bring back the candy. The number was carefully selected, as it was attainable, but yet slightly out of reach. It would take a few months to reach this digital milestone (re-Tweets) and in that time Parle could get production started.

Most of all, consumers now felt they had a say in this candy being available – they had a sense of ownership in the process of reviving it.

It was not about reaching the number, but about the journey. We pushed consumers along, enticing them to keep the excitement alive. The feeling of almost reaching that number.

Our campaign was focused on showing consumers how close they were to making it happen – bringing back their beloved candy! Their hard work was paying off.

The product is out in the market, it’s selling very well, and consumers feel like it’s their own candy. The transition from nostalgia to a new (updated) Rola Cola has allowed us to be relevant to the newer, younger consumers as well.

This campaign was built on love. The love for this candy, and the love for our childhood. For quite a few fans that showed us love online, Parle sent them a Rola Cola care package as a thank you.

The person who tweeted first was the first to get his hand on the updated Rola Cola.

Parle has been one of India’s largest brands for decades, and continues to make its presence felt in not just the FMCG sector. With widespread CSR & Social Initiatives on their portfolio, it was important for us to highlight these along with the evolution of Parle from a single factory company to a heavyweight in its industry.

To do this, while making it relevant to today’s audience, we ensured we used younger colours, elements of photography to display our products and made the website more interactive. Parle always stood for trust, taste and quality, and it was important for us to highlight these values through our designs, language and basic user experience.

By using photography throughout our website, we ensured users could view our range of products, the ingredients used and interact with the products on a digital platform. This allowed us to highlight the quality and distinct taste of our products in a newer, more interesting format.

To build the idea that Parle is one of India’s most trusted brands, we created a section on the website that highlighted Parle’s legacy by taking users on a journey through time. Right from Parle’s inception to present day, we showed our users how the company had grown, not only through its product range, but also the way the brand’s communication evolved over the years. A treasure trove of past advertisements helped us accomplish this in a unique, nostalgic manner.

We also wanted to highlight the trust that the brand has built since its inception, not only through the quality of products, but also through the CSR initiatives it has taken part in. A separate CSR section on the homepage complete with write-ups and videos helped us accomplish this.

To learn more of our process, the story of Parle and its range of products, visit http://parleproducts.com/