Call it organic publicity, native promotion or the Wow moment. For brand Parle, today is the day they shone on the global marketing circuit.
We are talking about the loved-by-all Melody toffees, which grabbed international limelight while being ‘endorsed’ by none other than our Prime Minister, Mr Narendra Modi.
The occasion was PM Modi’s meeting with his Italian counterpart Giorgia Meloni. The Indian PM is on a multi-nation tour and he is currently in Italy.
In a video shared on X by Meloni, Modi is seen gifting the Italian leader a packet of Parle Melody toffees.
https://x.com/GiorgiaMeloni/status/2056983259633062130?s=20
For those who are yet to grab the significance of the moment and the gift, it is noteworthy that the two prime ministers share a special professional relationship which has also been a subject of social media frenzy on several occasions in the past.
The social media fascination with the two leaders is such that their names have been clubbed to refer both of them as Melodi (MELoni + mODI).
“Prime Minister Modi brought us a gift. A very very good toffee,” says Meloni in the video. PM Modi then joins and says, “Melody”, before the two leaders burst into laughter.
Obviously, the two were acknowledging the pairing of the names as ‘Melodi’ on the social media.
The clip immediately went viral and was celebrated for the chemistry the two leaders share.
‘Melodi’ was also seen trending on social media platforms, a regular occurrence now whenever Modi and Meloni meet.
For Parle and Melody, this is a moment of massive brand visibility.
No paid advertising or promotion can bring about such virality which has come the Melody way today, thanks to ‘Melodi’.