Mumbai, Aug 19: Parle Products, one of India’s biscuit and confectionery manufacturers, has unveiled the Monaco Anthem, a new music video featuring Orry, Chaar Diwari and The Siege, that extends its latest ‘Sada Salty Raho’ campaign. Building on the campaign’s core thought of embracing individuality and staying true to one’s personality, the anthem brings Monaco’s unmistakable salty identity to life through music, culture and contemporary storytelling.
The ‘Sada Salty Raho’ campaign, featuring internet personality Orry, draws a parallel between Monaco’s distinctive salty taste and a personality that refuses to be sugar-coated. The campaign celebrates people who are confident in expressing themselves, embracing their quirks and staying true to who they are.
Taking this thought forward, the Monaco Anthem transforms the campaign’s central idea into a music-led experience. Featuring Orry, Chaar Diwari and The Siege, the video brings together the energy, attitude and irreverent spirit of ‘Sada Salty Raho’, creating a fresh expression of Monaco’s personality while further strengthening the campaign’s cultural connect.
The anthem builds on the idea that just as Monaco has always stood out for its unmistakable salty flavour, its consumers too can embrace what makes them different. Through music and contemporary visual storytelling, the video celebrates self-expression and encourages audiences to own their individuality without feeling the need to conform.
Commenting on the launch, Mayank Shah, Chief Marketing Officer, Parle Products, said,
“Monaco has always had a distinctive personality, and ‘Sada Salty Raho’ builds on that in a contemporary and relevant way. With the Monaco Anthem, we wanted to take this thought a step further and give it a musical expression that audiences can enjoy and engage with. The music video allows us to extend the campaign in a fresh format while staying true to what makes Monaco unique, its unmistakable salty identity and its ability to stand apart.”
With the Monaco Anthem, the brand continues to build on the ‘Sada Salty Raho’ campaign, using music as another way to bring Monaco’s distinctive attitude and personality closer to contemporary audiences.
Campaign Credits:
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Client - Parle Products Private Limited
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Brand - Monaco
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Chief Marketing Officer - Mayank Pravinchandra Shah
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Sr. Category Lead – Mr. Archit Goel
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Deputy Brand Lead – Ms. Priyanka Kulkarni
