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PM Modi's Gift to Meloni Sparks Global Buzz for Parle's Melody Toffees
PM Modi’s Melody gift to Meloni boosts Parle buzz
Image: The Economic Times
During his visit to Italy, Indian Prime Minister Narendra Modi gifted a pack of Melody toffees to Italian Prime Minister Giorgia Meloni, igniting a viral moment that boosted the visibility of Parle Products. The unexpected promotion has led to a surge in sales and interest in the decades-old candy brand, highlighting its continued relevance in a changing market.
- 01Giorgia Meloni praised Melody toffees as 'very very good' in a viral video, enhancing the brand's visibility.
- 02Parle Products experienced a 5% increase in stock value following the viral moment, despite the company not directly producing Melody.
- 03Exports of Indian toffees have grown by nearly 166% since 2013-14, with significant markets now including Saudi Arabia, Nigeria, and Italy.
- 04The incident showcases the enduring appeal of legacy brands in a market increasingly focused on premium products.
- 05Sales of Melody surged on quick commerce platforms, with many packs selling out shortly after the gift was revealed.
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During Prime Minister Narendra Modi's recent visit to Italy, he presented his Italian counterpart, Giorgia Meloni, with a pack of Melody toffees, creating an unexpected branding opportunity for Parle Products. Meloni's enthusiastic endorsement of the toffees in a viral video has led to a significant increase in consumer interest, with searches and purchases of the candy spiking dramatically. This organic promotion has benefited Parle Products, India's largest biscuit manufacturer, resulting in a 5% rise in its stock value. The company's executive, Mayank Shah, noted that the visibility gained from this diplomatic gesture is more valuable than traditional advertising. Additionally, the episode underscores the resilience of low-cost legacy brands like Melody, even as the market shifts toward premiumization. Exports of Indian toffees have surged, with a 166% increase since 2013-14, reflecting growing international confidence in Indian confectionery. The gift from Modi to Meloni not only highlights the cultural ties between India and Italy but also showcases the potential for traditional brands to resonate in global markets.
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The viral moment has significantly boosted sales and visibility for Melody toffees, benefiting Parle Products and highlighting the brand's relevance in both domestic and international markets.
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