How Parle Marie Became The Most Viral Ad Of IPL 2025
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Parle Marie may just have cracked the code and the Internet with their new TVC that are being aired during the ongoing season of IPL 2025.
Millions of (annoyed) Indians who have tuned in day in and day out to catch all the live action that is taking place on the cricket field in the Indian Premier League (IPL) were only coming to grips with Aaja mere circle mein aaja jingle playing on loop during the commercial breaks when Parle decided to make its entry to the cash-rich league with its new TVC and the Internet collectively went: 'It's time to stop!" But why are cricket watchers annoyed by an ad for a biscuit and how did good ol' Parle manage to capture the attention of the new generation?
Parle Marie
Parle Products, the Indian food corporation, that gave us the iconic Parle-G, a staple in every desi household, chose to drop their new commercial during the IPL breaks. The ads are a crash course in marketing 101. Because why would the cookies, macarons, and Crème Brûlée consuming generation talk about biscuits? Simply put, biscuits aren't cool. They silently exist in a dabba and are meant to be consumed while you and I decide what to cook or order in.
Genius?
'Dena zara Marie!"
'Almari?"
'Arrey, Marie Marie!"
'Icchadhari? Kaun saans hamari?"
'Buri hai yeh bemaari."
The message behind the many Parle Marie ads is simple. One can't hear the word 'Marie" unless it is prefixed with the name of Parle. Parle Marie is the only Marie biscuit worth asking for, the several ads convey. Be it a kitty party, a catch up with your friend or grocery shopping, you will only be heard if you say the golden word. Just saying Marie won't cut it.
Parle's decision to air the tonally-repetitive campaign about biscuits during IPL broadcast has worked and successfully (or forcefully) embedded 'Parle Marie" in the public consciousness like never before.
This is the first instance in the past half a decade or so that 'Parle Marie" has seen such a spike or interest, organic or forced, on Google Trends.
(Google Trends)
Social Media Frenzy
'Compelled by those atrocious Parle Marie ads, I wrote a tiny browser extension to auto mute certain IPL ads on Hotstar. It actually works really well and also mutes Vimal, Kamla Pasand, My11, Pokerbaazi etc ads out of the box," wrote one X user who went the extra mile in their disdain for the Parle Marie ad.
Compelled by those atrocious Parle Marie ads, I wrote a tiny browser extension to auto mute certain IPL ads on Hotstar.It actually works really well and also mutes Vimal, Kamla Pasand, My11, Pokerbaazi etc ads out of the box.
(link below) pic.twitter.com/ihwC8Xktbj
— pea bee (@prstb) May 1, 2025
Is any publicity good publicity? Apparently not. Parle Marie ads that hog up the break time during the IPL encounters on a daily basis have been disliked far and wide by Indian janta so much so that they are being reminded of other food and confectionary brands that sell Marie biscuits.
Britannia doesn't need work hard to sell their marie gold, these parle marie ad is enough 😭 pic.twitter.com/l4vkq3eBpN — SwatKat💃 (@swatic12) May 2, 2025
The online hate and the backlash that has come Parle's way hasn't reached the top bosses yet. Speaking to exchange4media, Parle Products' VP Mayank Shah said that they were confident about their humourous campaign achieving the top-of-mind recall.
Marie History
Parle's Marie advertisement outing has made a few netizens aware of a thing or two about these biscuits. One being that Marie is a type of biscuit rather than being Parle's own invention. Made from wheat flour, sugar, palm oil, with a vanilla tinge to it, these tea-dipping, round, and intricate biscuits date all the way back to 1874. Peek Freans Bakery commemorated Russia's Grand Duchess Maria Alexandrovna's wedding to the Duke of Edinburg with these tea-dunking treats in London. Called Maria initially, the biscuits gained popularity in Europe. Marie biscuits became the symbol of recovery post civil war for Spain, a report in biscuitpeople.com noted.
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New Delhi, India, India
First Published:
May 03, 2025, 12:06 IST
News explainers How Parle Marie Became The Most Viral Ad Of IPL 2025
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