Parle Products has rolled out a new campaign for Parle Krackjack, leaning on humour and short-form storytelling to sharpen the brand’s appeal among younger, digital-first audiences.
The campaign centres on the biscuit’s long-standing “sweet and salty” proposition, brought to life through comedians Kiku Sharda and Krushna Abhishek. The duo play off contrasting personas—Sharda as the “sweet” presence and Abhishek as the “salty” foil—mirroring the product’s positioning.
Instead of traditional narrative-led advertising, the brand has opted for a series of short, gag-driven films built around rapid punchlines and visual humour. The spots are designed for quick consumption, reflecting how audiences increasingly engage with content on digital platforms.
“Krackjack has always enjoyed a distinctive space in consumers’ minds with its unique sweet and salty taste. With this campaign, we are building on that core proposition in a format that aligns with how audiences consume content today, quick, engaging, and entertaining. Our focus is to drive stronger top-of-mind recall by delivering bite-sized, high-impact humour that resonates instantly. By bringing together Kiku and Krushna, we are amplifying the brand’s duality in a way that feels both relatable and memorable, while strengthening Krackjack’s relevance among younger, digital-first consumers,” said Mayank Shah, Chief Marketing Officer at Parle Products.
“Krackjack has always been a snack I have enjoyed, so being part of this campaign felt very natural. What I really liked is the format, quick, fun, and straight to the point. It captures those light, everyday moments of entertainment that people relate to, much like the ‘sweet’ side I bring into the films.” said Sharda.
“What makes this campaign exciting is the playful banter and the contrast we bring to each film. The ‘salty’ side has a mischievous edge, and that’s something I have had a lot of fun exploring. The short, punchy format makes it even more engaging, and I think audiences will really connect with that energy.” added Abhishek.
The campaign will roll out in phases across digital platforms, with teaser films preceding the full release over the coming weeks.
