Parle Products has unveiled the ‘Masti Ka Fix’ campaign for Parle Magix, which is designed to celebrate imagination.
The campaign film showcases a young boy and his friend as they embark on a fun-filled journey powered by the ‘magic’ of Parle Magix. What begins as a simple question of whether Magix truly has magic unfolds into a series of imaginative moments. From the boys parting crowds on a busy street to playfully disrupting a gym scene and even fast-forwarding school time, the narrative captures a sense of wonder, exaggeration and everyday mischief.
‘Masti ka Fix’ highlights the playful essence of the brand, turning everyday moments into fun, memorable experiences. With this campaign, Parle Magix aims to deepen its emotional connect with a wider audience while strengthening its position as a go-to cream biscuit for fun and indulgence.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products said, “Parle Magix has always stood for adding joy to everyday moments. With ‘Masti Ka Fix’, we have built on a simple insight—people naturally bring imagination and fun into the ordinary. This theme allowed us to create a campaign that is both relatable and memorable, using storytelling to drive stronger brand recall and engagement. Through this, we aim to deepen our connect with consumers and reinforce Magix as a playful, affordable treat that fits seamlessly into everyday snacking moments.”
Carlos Pereira, CCO & Founder, Carlos Creatives added, “The idea was to bring alive the exaggerated imagination that people experience every day. We wanted to create a world where a simple biscuit could unlock moments of magic and mischief. ‘Masti Ka Fix’ captures this beautifully, blending relatability with playful storytelling that resonates widely.”
