Mumbai, July 11: Parle Products, India’s leading biscuit and confectionery manufacturer, has onboarded internet sensation Orry as the face of its iconic cracker biscuit brand, Parle Monaco, for its latest campaign, ‘Sada Salty Raho’. Celebrating Monaco’s signature salty identity, the campaign draws a parallel between the brand and Gen Z’s unapologetically authentic personality, inviting young consumers to embrace their individuality, speak their mind, and stay true to themselves.
For decades, Monaco has been a staple in Indian households, inspiring countless snacking moments and creative food experiments from simple cheese-topped crackers to elaborate homemade chaats. Building on this legacy, the brand is now deepening its connect with younger consumers through a campaign rooted in the mindset and cultural language of Gen Z.
The campaign is built on a simple insight: much like Monaco, Gen Z doesn’t believe in sugar-coating things. Bold, expressive, and unafraid to speak their mind, they embrace trends and experiment freely without losing their unique identity. Just like Monaco’s unmistakable salty flavour, they stay true to who they are.
Bringing this thought to life, Orry leads the ‘Salty Public Party’, embodying the confidence, wit, and unapologetic self-expression that define both the campaign and today’s generation. Through his distinctive personality and strong cultural connect, the campaign encourages young audiences to celebrate their quirks and wear their “salty” side with pride.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said, “Monaco has always stood apart with its distinctive salty taste and has been part of countless snacking moments across generations. With ‘Sada Salty Raho’, we’ve reimagined this iconic identity for a new generation that values authenticity, self-expression, and individuality. Orry perfectly embodies this spirit, making him a natural partner for the brand. Through this campaign, we aim to build a stronger cultural connect with Gen Z while reinforcing Monaco’s unique personality in a fresh and contemporary way.”
Conceptualised around the idea of celebrating authenticity over conformity, the campaign positions Monaco as more than just a snack it becomes a symbol of self-expression for a generation that refuses to dilute its personality to fit in. Through relatable storytelling, contemporary cultural references, and a fresh creative approach, ‘Sada Salty Raho’ encourages young consumers to embrace their individuality and wear their “salty” attitude as a badge of confidence.