Mayank Pravinchandra Shah, vice president at Parle Products, described the surge in brand attention after Prime Minister Narendra Modi and Italian Prime Minister Giorgia Meloni were seen in a video holding a packet of Melody toffees as nothing short of “divine intervention,” but stressed at the NDTV Profit Goa Fest 2026 that the moment must be actively converted into lasting momentum.
Responding to NDTV Editor‑in‑Chief Rahul Kanwal, who referenced ad veteran Sam Balsara’s point that viral moments fade unless sustained, Shah said the episode is a valuable opportunity that Parle must build on. He recounted a busy day of calls and interviews and said the company already views the episode as a strategic opening rather than an automatic win.
Shah said Parle has already launched initial digital initiatives and has additional plans in the pipeline. He explained that PR and immediate digital steps are in place and being executed, while larger follow‑up activities will roll out subsequently.
Emphasizing the need for follow‑through, Shah added that “the hook is there,” but warned that having a hook alone is not enough — brands must plan and act to keep the attention alive.
Asked whether he knew the Melody footage would appear online, Shah said he had no prior knowledge and denied orchestrating the clip, calling the publicity a “divine intervention.”
The exchange highlights how unexpected high‑profile visibility can create a rare marketing opening for legacy brands like Parle, while underlining the company’s view that sustained gains require deliberate PR and digital strategy, not just a fleeting viral moment.
Original Source: https://www.ndtv.com/india-news/got-the-hook-need-to-build-on-it-parle-official-mayank-pravinchandra-shah-on-viral-melody-toffee-content-11530188#publisher=newsstand
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Publish Date: 2026-05-21 23:56:00
