Seventynine, part of the digital media platform SVG Media, today announced an in-game branding campaign for Parle G as part of a special edition of Chhota Bheem mobile game developed by Nazara Games. It has broken all records in users reached and duration of game play for an activity of this kind.
Nazara Games integrated Parle G brand inside Chhota Bheem Jungle Run, the most downloaded game of Nazara with over 10 million downloads. The brand campaign was experienced by over 3.4 million gamers since its launch in November 2015, overshooting the original target of reaching two million users. Players consumed a whopping 1.2 billion virtual Parle G biscuits in this time frame.
Seventynine, business head, Siddharth Kelkar said, “Parle G’s goal was to build a strong brand connect and engage with their core audience of children. We’re thrilled to have delivered them a campaign that not only met all its objectives and gave Parle G a fantastic and innovative medium to connect with their customers, but in the process set new benchmarks in demonstrating how successful in-game branding can be.”
Parle Products, deputy marketing manager, Mayank Shah said, “We are delighted that this campaign came out as a win-win for both the marketer as well as the consumer; the spectacular results including 367 years of game play and consuming a whopping 1.2 billion virtual biscuits are proof that the audiences we were targeting totally loved the game and the associated Parle G branding.”
Nazara Games, CEO Manish Agarwal said, “The partnership with Seventynine and Parle G demonstrates the marketing magic that is possible when a creatively-conceived concept brings together hugely popular app and a brand that is directly targeting the app’s users.”
Parle G’s association with Chhota Bheem was earlier seen in the 2015 winter release animated feature film Chhota Bheem: Himalayan Adventure and with this game, it seems like Chhota Bheem and Parle G’s collaboration is bearing fruitful results. In the original version of the game, a player has to collect laddoos to score higher points. With the idea of integrating Parle G into the game, it seemed like a fresh idea to introduce Parle G biscuits along with ladoos using SVG technology. Thereby, by achieving brand integration while making it interesting for the young players. We are delighted that the marketing campaign by Seventynine achieved its targets ahead of projected timelines.
