On Monday, October 12, Parle- G biscuits maker, Parle Products joined Bajaj Auto in its decision to not advertise the products on the news channels that promote toxic aggression for TRP. Following this announcement by Parle, love kept pouring in for India's most-loved biscuit and #ParleG trends after netizens took to Twitter to laud Parle as a socially responsible brand.
One user @apachory, wrote, "The decision to stop advertising on @republic is a far better endorsement of #ParleG than thousands of minutes of advertising on that obnoxious channel. This announcement is your best ad ever @parleG."
" When a biscuit that melts in your Chai has more of a spine than the Supreme Court! #parleG," another user tweeted. "
According to a report by Mint, Parle senior category head Krishnarao Buddha said that the channels promoting toxic aggressive content are not the kind the company wants to put money into as it does not favour its target consumer.
He also added that the company is in talks with other advertisers so they can collectively put a restraint on advertisements in such channels and thereby sending an obvious message on changing their content.
The Parle's winning decision comes days after industrialist Rajiv Bajaj, MD of Bajaj Auto told CNBC-TV18 that his company had blacklisted three channels for advertising as the company does not endorse toxicity.
" A strong brand is a foundation on which you build a strong business. At the end of the day, the purpose of a strong business is to also contribute to the society… Our brand has never been associated with anything we feel is a source of toxicity in the society," he said.
The decision was announced after Mumbai police on Thursday, 8 October, exposed several news channels including Republic TV for fake TRP manipulation.