July 22, 2013: Parle, one of the largest biscuit manufacturers in India in its efforts to connect to both parents and kids are looking forward to extend their campaigns on the digital platform for its flagship brand Parle G. As part of this effort, Parle has started a new micro site TheFutureGenius.com which happens to be an edutainment site aimed at kids. This interactive portal will allow parents to showcase the talent of their kids and they would be able to share videos, audio clips etc. which highlights the achievements of these kids.
Parle has also roped in renowned author Ruskin Bond who would be contributing two articles every month as a guest blogger to this site. The articles would basically be letters to the children and would cover tales about mountains, nature etc. TheFutureGenius.com would also be having a counselling section and is called Genius Gyan. This section would have advices for parents from experts in their field on how to discover the genius in their kid. The campaign which revolves around the theme ‘’Aao Banaye Kal ke Genius” would also have celebrity mother Kiran Manral and a kid blogger contributing for this site.
The campaign which was started by releasing a teaser video across Twitter, Facebook and TVC and followed by a TVC has really garnered a good response from the market. According to Mayank Shah, Group Product Manager, Parle, “The response we got for the campaign on the digital medium was tremendous and it helped us reach out to the audience effectively.” TheFutureGenius.com has already got 1,47,773 hits and the total number of user generated contents have hit 436 uploads which talks loads about the success of the campaign enabling it to win the Digital Crest Award.
