Parle Monaco Turns ‘Sada Salty Raho’ Into a Musical Anthem with Orry, Chaar Diwari and The Siege

Parle Products has unveiled the Monaco Anthem, a new music video featuring Orry, Chaar Diwari and The Siege, extending the brand’s latest ‘Sada Salty Raho’ campaign into music and popular culture.

The anthem takes the campaign’s core message of individuality and self-expression and translates it into a music-led format, bringing together contemporary artists and cultural personalities to reinforce Monaco’s distinctive brand identity.

From ‘Sada Salty Raho’ to Music

The ‘Sada Salty Raho’ campaign, featuring internet personality Orry, draws a parallel between Monaco’s distinctive salty taste and personalities who refuse to be sugar-coated.

The campaign celebrates consumers who are confident in expressing themselves, embracing their quirks and staying true to their individual identities.

Taking this thought forward, the Monaco Anthem brings together Orry, Chaar Diwari and The Siege in a music and culture-led expression of the brand’s personality. The video combines contemporary visual storytelling with the energy and irreverent attitude associated with the ‘Sada Salty Raho’ platform.

Celebrating Individuality Through Music

The anthem builds on the idea that, much like Monaco’s unmistakable salty flavour, consumers can embrace the characteristics that make them different.

Through music, the brand aims to encourage audiences to own their individuality rather than conform to conventional expectations. The format also allows Monaco to extend its campaign thought into a cultural space that connects with contemporary audiences.

Commenting on the launch, Mayank Shah, Chief Marketing Officer, Parle Products, said, “Monaco has always had a distinctive personality, and ‘Sada Salty Raho’ builds on that in a contemporary and relevant way. With the Monaco Anthem, we wanted to take this thought a step further and give it a musical expression that audiences can enjoy and engage with. The music video allows us to extend the campaign in a fresh format while staying true to what makes Monaco unique, its unmistakable salty identity and its ability to stand apart.”

Extending Monaco’s Cultural Connect

With the Monaco Anthem, the brand continues to expand its ‘Sada Salty Raho’ campaign into new cultural formats. By using music as a vehicle for the campaign message, Monaco aims to strengthen its connection with contemporary audiences while reinforcing its distinctive personality and attitude.

Campaign Credits

Client: Parle Products Private Limited

Brand: Monaco

Chief Marketing Officer: Mayank Pravinchandra Shah

Sr. Category Lead: Archit Goel

Deputy Brand Lead: Priyanka Kulkarni