Parle Monaco Makes ‘Sada Salty Raho’ Musical With Orry, Chaar Diwari & The Siege

Parle Monaco has extended its ‘Sada Salty Raho’ campaign with a new music video featuring internet personality Orry, rapper Chaar Diwari and artist The Siege.

Titled the Monaco Anthem, the new music-led extension builds on the campaign’s central idea of embracing individuality and staying true to one’s personality. Through contemporary visuals and music, the campaign takes its core message into a new format.

The ‘Sada Salty Raho’ campaign, featuring Orry, draws a parallel between Monaco’s salty taste and personalities that do not conform to expectations. The new anthem carries the same thought into a music-led format, bringing together Orry, Chaar Diwari and The Siege.

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.”

The music video marks the latest extension of the ‘Sada Salty Raho’ campaign, which continues to centre on self-expression, individuality and the idea of standing apart from the expected.