Parle ties up with Rovio Ent for Angry Birds FMCG franchise

Parle Products, India’s largest biscuit, confectionery and snack manufacturer has recently partnered with the international entertainment company, Rovio Entertainment Ltd. With this Parle’s Wafers alliance Parle Products becomes the first fast-moving consumer goods company in India to tie up with Rovio.

As part of the tie-up the company will launch a marketing campaign to promote the offer on multiple platforms. The campaign will kick start with the release of a co-branded TV commercial. The activity will have attractive Angry Birds trading cards with every pack of Parle Wafers. The cards will be available in three kinds – Regular, Silver Foil and Golden Foil; and will be given away with packs of Parle Wafers at Rs. 5, Rs. 10 and Rs. 20 respectively. To delight more Angry Birds fans, Parle has come up with an exciting redemption offer, wherein on exchanging a certain number of redemption coupons, consumer gets assured gifts.

Along with this, Parle Wafers will add two new flavors, Piri Piri and Khatta Meetha to its current portfolio. Piri Piri is a spicy South African seasoning, while Khatta Meetha as the name suggests is sour and sweet and is being used in India for the first time in the wafers category. The portfolio currently includes Tangy Tomato, Cream and Onion, Classic Salted, Masala Masti, Red Chilli Achaar and Aloo Chaat.

Commenting on this association, Krishna Rao, Group Product Manager, Parle Products said, “Angry Birds is very popular worldwide, having a lot fans amongst the kids and youth in India. Angry Birds is famous across all platforms and has a mass appeal widely. Within this popularity we have associated with Rovio wherein we have come up with a consumer offer of providing Angry Birds trading cards to the prospects.”

He further added, “To tap on the growing potential of the snack market, we have added two new flavors, Piri Piri and Khatta Meetha. The snack market in India is growing fast and we look forward to be in part of the business year with the new Angry Birds products.”

The association is in collaboration with Dream Theatre, Rovio’s licensing agency in India. Jiggy George, Founder and CEO, Dream Theatre says: “We are excited by this association as we can bring more delightful Angry Birds products to the market in India to drive excitement and connect with consumers at multiple levels.”

Parle Products entered into the snacks market in the year 2008 and currently have Parle Wafers, Parle Full Toss and Parle Namkeen in the category. Parle Namkeen was launched in the year 2011 and is now available across India.