MUMBAI: Parle Products has roped in Amitabh Bachchan again as the brand ambassador for its confectionary brand Kaccha Mango Bite.

The brand owns the taste by positioning it as an exact copy of a raw mango – Kacche Aam ka Xerox.

The TVC is inspired by childhood playfulness.The objective of the campaign is to make Kaccha Mango Bite popular among adults by making a strong connect with their childhood.

Parle Products group product manager Shalin Desai said, “Kaccha Mango is popular for its flavor and well established amongst our target audience. The tantalizing khatta-meetha taste of raw mango is a favorite amongst children as well as adults. Mr. Bachchan has a magnificent personality and a strong connect among Indians across age groups. He embodies an exemplary blend of both style and performance, making him the ideal choice to endorse our products. The goodwill and reputation he has built over the last 3 decades compliments our own, built over the last 8 decades. His remarkable appeal which spreads across all sections of people in the country, compliments our brand communication."

Commenting on his association with Parle, Amitabh Bachchan said, “Parle has always been the most loved brand in the country amongst all age groups and we have a nostalgic connection with the brand.  I am thrilled to be a part of Parle’s new campaign.”