Parle's Melody scores 175M+ views as Modi-Meloni 'Melody' reel goes viral
Parle Products' Melody toffee landed an unscripted global PR moment after PM Modi gifted a pack to Italian PM Giorgia Meloni, whose Instagram reel referencing the brand's iconic 'Melody itni chocolatey kyun hai' tagline crossed 175 million views. Parle amplified with its own social posts, converting diplomatic optics into organic equity for the 1983-era brand.
What happened
Parle Products' Melody toffee got viral global exposure after PM Modi gifted a pack to Italian PM Meloni, generating 175M+ views. Parle capitalised with social
Key facts
- 175 million views
- 67 million views
- 23 million views
- since 1983
Why this matters
The episode spotlights legacy Indian heritage brands as undervalued cultural assets—worth scanning Parle's portfolio and peer confectionery IP for licensing, co-branding, or export-market partnership angles.