The lacto candy that contains caramel and milk is now available in retail stores across India. The premiumness of the product is further enhanced with the international look and feel of the packaging.
Parle Products is a leading player in confectionery market and has strong presence through some of its leading brands like Melody, Mango Bite, Kaccha Mango Bite, Poppins, etc. Now with the launch of Londonderry, the company is looking at further strengthening its position in confectionery market.
Commenting on the launch, Mayank Shah, group product manager, Parle Products, said, "The confectionery market in India has seen tremendous growth in the last couple of years. With Londonderry, we are aiming to reach out to the kids and teenagers, offering them an international quality lacto candy at an affordable price. In the past, other candies from Parle's basket have been loved, and I am sure Londonderry will be no exception."
Commenting on the marketing perspective, Amit Thakur, product manager, Parle Products, said, "This product primarily targets children and teenagers. We have planned an extensive media campaign as we intend to display elements of fun in all our communications. The TVC for the same is a combination of live action and animation and characters that appeal to children and teenagers. The ad has been shot in Europe with an international cast and crew. The look and feel of the TVC is entertaining, yet mysterious, and I am confident that it will definitely click with our younger consumers."
Parle Products is planning to execute a widespread campaign for Londonderry through television, online media and on ground activations in key markets for the same. The TVC is already on air across kids' and youth channels and popular general entertainment channels (GECs).
