Parle Products is expecting a strong jump in sales after Prime Minister Narendra Modi gifted a packet of Melody toffees to Italian Prime Minister Giorgia Meloni during his Italy visit, a moment that quickly
went viral on social media.
Calling it an “internet-breaking moment”, Parle Products vice-president and chief marketing officer Mayank Shah said the viral interaction could significantly boost both domestic and overseas demand for the popular toffee.
“Expect a lot of traction in domestic & international sales after this internet-breaking moment,” Shah told CNBC-TV18, adding that the episode had given an Indian product a global spotlight.
“This is a nice way of pushing Indian products and giving a global stage,” he said.
Shah also thanked PM Modi for what he described as unprecedented visibility for the brand. According to him, Melody is already exported to over 100 countries and the viral moment could further strengthen its global recall.
The interaction between Modi and Meloni triggered a flood of memes, reels and social media posts, with users reviving the viral “Melodi” trend online. In a video shared by Meloni on Instagram, the Italian Prime Minister was seen holding the Melody packet and calling it “a very, very good toffee”, while Modi responded with a smile, saying, “Melody”.
Despite the buzz around the brand, Shah indicated that Parle Products has no immediate plans to go public. “We are not considering listing right now. We prefer to remain private,” he said.
