Parle Monaco Adds a Beat to Its Salty Attitude with Orry
CE DESK 
Parle Products has taken its ‘Sada Salty Raho’ campaign a step further by turning it into a full-fledged musical anthem. The new video brings together internet personality Orry, musician Chaar Diwari and band The Siege, extending the brand’s ongoing effort to reposition Monaco’s salty identity for a younger, more expressive audience.
The campaign began earlier this year with Orry fronting the ‘Salty Public Party’, a concept built around embracing unfiltered honesty instead of forced politeness. That initial phase used relatable, everyday scenarios such as the reluctant “noted” in office chats or the forced smile at family gatherings to show how people often hide their true reactions. Monaco used its own distinctive salty taste as a metaphor for staying authentic rather than adjusting to please everyone else.
The new Monaco Anthem carries that same spirit into a music-first format. Combining high-energy visuals with an irreverent, culture-forward attitude, the track brings Orry’s pop-culture presence together with Chaar Diwari’s offbeat musical style and The Siege’s sound, creating what the brand calls a “salty” celebration of individuality.
The shift to music reflects a broader trend of brands using sound and internet-native talent to build cultural relevance rather than relying only on traditional advertising formats. By pairing biscuit-eating with youth slang, meme culture and unconventional artists, Monaco is positioning itself as more than a snack—it becomes a symbol of personality and self-expression.
Mayank Pravinchandra Shah, Chief Marketing Officer at Parle Products, has been central to shaping the brand’s youth-first direction, with Deputy Brand Lead Priyanka Kulkarni driving the anthem’s execution.
With ‘Monaco Khao, Sada Salty Raho’ now expressed through music, Parle Monaco continues building a modern identity around its decades-old salty taste—proving that a classic biscuit can still find new ways to resonate with Gen Z audiences through humour, music and unapologetic self-expression.
