Virality has become key to the success of brand campaigns these days—if it is being shared on social media platforms organically, you are in for gold. However, it is not possible to manufacture virality. It is as much luck as it is hard work. A campaign that achieved this feat in the recent past was Parle G’s campaign which was an ode to Teachers, created by Thought Blurb Communications.
Q] Your campaign with Parle-G struck a chord among the consumers. How do you approach creating campaigns with the potential to go viral?
Vinod: There’s no set formula, but the key lies in crafting a narrative that resonates deeply with the audience. For example, with the campaign film for Parle, we focused on a story that taps into universal experiences like education and nostalgia. The film didn’t just strike a chord with teachers but with students, parents, and everyone who has been part of a classroom. Emotional storytelling is crucial; it’s what compels people to share the content because it touches something personal in them.
Mayank: Our goal is always to speak the consumer’s language, making sure our communication tugs at their heartstrings. For me, the key to virality is creating content that doesn’t talk down to people but engages them in a conversation they care about. Our philosophy is centred on our motto with “making others happy makes you happy,” which resonates deeply, especially in a post-COVID world where people value human connection more.
Q] WhatsApp has become a key platform for content sharing. How did you manage to create WhatsApp virality?
Vinod: WhatsApp is unique because content spreads through trusted circles. Our campaign with Parle gained traction on WhatsApp within 24 hours, reaching around 150 million people. This was due to the emotional power of the story. People didn’t just watch it—they experienced it and felt compelled to share it. The view-through rates would have been nearly 100%, which is unheard of. I am assuming this because on WhatsApp, people only share content they’ve watched fully, which is why this platform is so powerful for virality.
Mayank: We always plan for virality, especially on platforms like WhatsApp. Social media’s true value lies in earned media. You can put in money to prime a campaign, but the magic happens when people start sharing it on their own. For this campaign, we spent a little on distribution at first, but the real success was in how people made it viral. We didn’t just create an ad—we crafted a message that people felt was worth sharing with their own networks. That’s where the beauty of WhatsApp lies.
Q] You’ve mentioned emotional storytelling is key. How do you balance that with brand visibility?
Vinod: It’s about being organic. When we designed the campaign, we ensured that brand was present in a way that didn’t feel forced. Parle fit naturally into the story because we focused on creating a narrative that the people would connect with. We always remove any shots that feel too “in your face.” It’s essential that the story flows smoothly and that the brand is a part of that flow.
Mayank: When your brand has such a strong legacy like Parle, people don’t need to be constantly reminded of it. Parle is part of their lives already. Our focus is on creating campaigns that reaffirm that connection without being preachy. People don’t like being told what to do; they appreciate a message that aligns with their values. That’s why we weave the brand’s philosophy into the storytelling subtly, and it works because the brand already has deep-rooted emotional equity with the audience.
Q] What insights help guide these campaigns, especially when dealing with sensitive cultural contexts?
Mayank: We invest heavily in research. Whether it’s semiotic studies or consumer behaviour analysis, we make sure we understand what will resonate with the audience and what could potentially backfire. For example, in the Ganpati campaign, we carefully navigated cultural sensitivities around the role of women in traditional rituals. It’s about understanding the evolving cultural codes and working with them. Our research tells us what’s changing in society, and that informs how we craft campaigns that feel fresh yet respectful.
Q] For a legacy brand like Parle, is social media virality crucial?
Mayank: Absolutely. Parle may have deep roots in Indian culture, but it’s essential to stay relevant to younger generations. Social media virality helps us maintain that relevance. While our brand is already deeply loved, these viral campaigns keep the brand in people’s minds and hearts. In today’s world, where trends change fast, even a legacy brand needs to be part of the conversation on social media. Virality ensures that, even if we’re not pushing a product, we’re reinforcing brand love and connection.
Q] If you had to pinpoint a few elements that made this particular campaign go viral, what would they be?
Vinod: It’s the simplicity of the story, the emotional depth, and the relatability. Everyone has memories of their school days and their favourite teachers. We tapped into that collective nostalgia. The film wasn’t just about selling a product; it was about celebrating the human connections that shape us, which made people want to share it with others.
Mayank: I agree. The film hit a nerve because it was beautifully crafted but also because it tapped into something universal—our shared experience of being students and honouring our teachers. It wasn’t about selling biscuits; it was about celebrating life’s meaningful moments. That’s why people shared it so widely, making it viral across WhatsApp and other platforms.
