Mumbai, Mar 24: Parle Products, India’s leading manufacturer of biscuits and confectionery, has unveiled a new campaign for its flagship brand Parle Krackjack, celebrating its iconic sweet-and-salty taste through a fresh, humour-led narrative. The new digital-first campaign aims to engage today’s fast-scrolling, entertainment-hungry audiences with “Krack ke Sweet jhatke, Jack ke Salty phatke, Parle Krackjack…!!”
At the heart of the campaign is Krackjack’s distinctive duality, sweet and salty brought to life with the introduction of popular comedians Kiku Sharda and Krushna Abhishek. Known for their impeccable comic timing and on-screen chemistry, the duo brings alive contrasting yet complementary personalities, with Kiku embodying the ‘sweet’ charm and Krushna the ‘salty’ mischief, perfectly reflecting the brand’s core proposition.
Breaking away from conventional long-format storytelling, the campaign adopts a series of short, gag-style films built on rapid-fire punchlines, visual humour, and playful banter. Each film is crafted to deliver quick, impactful moments of laughter while seamlessly reinforcing the brand’s message— “Sweet bhi, Salty bhi…!!”
Conceptualised as a series of snackable films, the campaign focuses on high-energy, relatable humour designed to cut through advertising clutter and drive strong recall among audiences. With teasers set to roll out soon, the full campaign will be unveiled in the next month across digital platforms.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said, “Krackjack has always enjoyed a distinctive space in consumers’ minds with its unique sweet and salty taste. With this campaign, we are building on that core proposition in a format that aligns with how audiences consume content today, quick, engaging, and entertaining. Our focus is to drive stronger top-of-mind recall by delivering bite-sized, high-impact humour that resonates instantly. By bringing together Kiku and Krushna, we are amplifying the brand’s duality in a way that feels both relatable and memorable, while strengthening Krackjack’s relevance among younger, digital-first consumers.”
Kiku Sharda shared his excitement, saying,“Krackjack has always been a snack I have enjoyed, so being part of this campaign felt very natural. What I really liked is the format, quick, fun, and straight to the point. It captures those light, everyday moments of entertainment that people relate to, much like the ‘sweet’ side I bring into the films.”
Echoing his thoughts, Krushna Abhishek added,“What makes this campaign exciting is the playful banter and the contrast we bring to each film. The ‘salty’ side has a mischievous edge, and that’s something I have had a lot of fun exploring. The short, punchy format makes it even more engaging, and I think audiences will really connect with that energy.”
With this campaign, Parle Krackjack aims to strengthen its connect with younger audiences while reinforcing its legacy as India’s original sweet-and-salty cracker. By combining nostalgia with a contemporary content format, the brand continues to stay relevant in an increasingly cluttered digital landscape.
Link to the DVC: Here
Campaign Credits:
- Client – Parle Products Private Limited
- Brand – Parle Krackjack
- Chief Marketing Officer – Mayank Shah
- Associate General Manager – Bhavin Panchamia
- Deputy Brand Manager – Gaurav Salaria
- Production House – ThoughtShop Advt.
- Director – Vipin Dhyani
