Biscuits, confectionery and snacks manufacturer Parle Products has tied up with the international gaming company Rovio Entertainment to promote Parle’s Wafers.
The activity, targeted at kids, is to have Angry Birds trading cards with every pack of wafers. To engage with consumers, Parle has come up with a redemption offer wherein consumers would get gifts on exchanging a certain number of redemption coupons.
Moreover, the company has added two new flavours, Piri Piri and Khatta Meetha, to its wafer portfolio.
Krishna Rao, Group Product Manager, Parle Products said, Angry Birds was a successful game worldwide and as a franchise was popular amongst kids and youth in India. “Leveraging on its popularity, we have associated with Rovio. Angry Birds is famous across all platforms and has a mass appeal to it.”
The company will launch a marketing campaign to promote the offer on multiple platforms and has a co-branded TV commercial. Parle Products entered the snacks market in 2008 and currently has Wafers, FullToss and Namkeen in the category.