Save for the brand name, there is nothing really that links Parle’s 20-20 to IPL. But there is a tactical fit with ‘Short mein niptao’ platform. Among the ads in the campaign, the Hindi commentator one is more of a radio spot since it is an audio idea. For me, the idea is not just about cutting a long story short but ‘getting things over with’ through short cut. Best expressed in the toss ad.
Like in confectionary category, the role of the product is not to be bothered with.