Parle Products has launched a new campaign for its cracker biscuit brand, Parle Monaco, featuring internet personality Orry. Titled ‘Sada Salty Raho’, the campaign aims to strengthen Monaco’s connection with Gen Z by celebrating authenticity, individuality and self-expression.
Built around Monaco’s signature salty taste, the campaign draws a parallel between the brand’s identity and Gen Z’s outspoken, expressive and unapologetic personality. Orry fronts the campaign through the concept of the ‘Salty Public Party’, reflecting the confidence and cultural relevance the brand seeks to associate with younger consumers.
The campaign marks Monaco’s latest effort to engage a new generation while building on its long-standing presence as a household snack brand.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said, “Monaco has always stood apart with its distinctive salty taste and has been part of countless snacking moments across generations. With ‘Sada Salty Raho’, we’ve reimagined this iconic identity for a new generation that values authenticity, self-expression, and individuality. Orry perfectly embodies this spirit, making him a natural partner for the brand. Through this campaign, we aim to build a stronger cultural connect with Gen Z while reinforcing Monaco's unique personality in a fresh and contemporary way.”
Conceptualised around the idea of celebrating authenticity over conformity, the campaign positions Monaco as a symbol of self-expression and encourages young consumers to embrace their individuality. It will roll out across multiple platforms with storytelling rooted in contemporary youth culture.
