top of page
  • Writer's pictureBrand Huk

India’s most loved Chai Party Bicoot – Monaco


The first Indian-run candy factory ever opened its doors in the Bombay district of Vile Parle in 1928 under the direction of Mohanlal Dalal. In British India, the first Parle factory opened in 1929 with 12 workers producing candies. In contrast to Britannia, the only other domestic confectionery manufacturer, Parle sought to serve ordinary Indians rather than the British.

The firm made an investment in the leading biscuit manufacturer ten years after its founding and introduced the Parle-Gluco and Parle Monaco brands of biscuits in 1938 and 1942, respectively. Since then, the company has developed to keep up with the times and has released a variety of Monaco cracker flavours, including Monaco Piri Piri, Jeera Cracker, Sixer Salted, and Monaco Pizza, however, the traditional normal flavour is still my personal favourite.

Early in the 1940s, the 76-year-old Parle Monaco, an affluent party snack, introduced the market’s newest category of salted snacks to satisfy the masses’ need for something “namkeen” and delectable to pair with their “cup of chai.” It has frequently been hailed as the inventor of the salted cracker category and is a really anytime brand with desi varieties available.

It wasn’t sufficient to merely introduce a new category. The Parle corporation focused on generating a desire for “Monaco” inside the Indian setting while simultaneously launching other biscuit and confectionery brands. They were aggressive with their print advertising and used wacky creatives.




And did you know What distinguished Sushila’s tea parties from others? Parle’s Monaco Salted Snacks are used to create the most intriguing snacks by her. Everest Advertising’s print campaign for the newly introduced “Monaco” in 1958 got everyone talking and positioned it as a “must” for teatime munchies. With over seven decades of experience as a multifunctional biscuit brand, Parle Monaco’s advertising history has been about adjusting to changing times and spreading smiles via humour-driven campaigns.

From Sushila’s tea parties to Hima’s bridge parties to selling it as the perfect two-in-one snack, Parle went all out in promoting it as the winning combo of taste and oven-fresh crispness.

The advertisement contained details on the product’s packaging, quality, accessibility, and customization in a range of packs in accordance with the needs and preferences of the consumer. An early bird advantage was really helpful for Parle since it was able to establish a sizable group of devoted customers early on.





This eventually opened the way for the Indian practice of having Monaco biscuits provided with tea or other beverages in Indian homes and workplaces in all of their delicious flavours.

Based on the brand’s description as a “namkeen,” the helmers made the decision to broaden their reach into other conventional media, with a particular emphasis on TV and spin campaigns that would attract a bigger customer base. Based on the notion of “adding spice to life,” the goal was to tickle people’s funny bones with a splash of comedy in the advertising campaigns.

Recognizing the effectiveness and advantages of celebrity-led advertising, Parle Monaco hired Aamir Khan as the brand ambassador in 2005 and unveiled the slogan “Life Namkeen Banaiye” along with a campaign to support it. The “Scratch” movie catered to youths, “Rally” to older folks, and the last instalment of the series focused on housewives.

0 views0 comments
bottom of page