Parle Products has launched the Monaco Anthem, a music video featuring Orry, Chaar Diwari and The Siege, extending its latest ‘Sada Salty Raho’ campaign.
The anthem builds on the campaign’s central thought of celebrating individuality and staying true to oneself. Drawing a parallel between Monaco’s distinctive salty flavour and personalities that refuse to be sugar-coated, the campaign encourages audiences to embrace their quirks and stand apart.
Through music and contemporary visual storytelling, the Monaco Anthem brings together the energy and irreverent attitude of the campaign, giving the brand’s distinctive personality a fresh cultural expression.
Commenting on the launch, Mayank Shah, Chief Marketing Officer, Parle Products, said, “Monaco has always had a distinctive personality, and ‘Sada Salty Raho’ builds on that in a contemporary and relevant way. With the Monaco Anthem, we wanted to take this thought a step further and give it a musical expression that audiences can enjoy and engage with. The music video allows us to extend the campaign in a fresh format while staying true to what makes Monaco unique, its unmistakable salty identity and its ability to stand apart.”
With the new music video, Monaco continues to build on the ‘Sada Salty Raho’ platform, using music to take its distinctive attitude and message of self-expression to contemporary audiences.
