Parle Monaco has extended its “Sada Salty Raho” platform into music with a new campaign featuring Orry, Chaar Diwari and The Siege. The “Salty Public Party Anthem” takes Monaco’s distinctive salty personality into a music-led format, combining contemporary culture, visual storytelling and self-expression.
From Salty Snack to Salty Attitude
The campaign builds on the idea that being “salty” is not about being negative. For Monaco, it becomes a way of celebrating people who are unapologetically themselves, embrace their quirks, and refuse to fit into conventional expectations.
The brand draws a parallel between the unmistakable salty taste of Monaco and personalities that are equally distinctive. Its “Monaco Khao. Sada Salty Raho.” proposition turns the flavour into an attitude, giving the product a personality beyond its role as a snack. The new anthem brings together Orry, rapper Chaar Diwari and artist The Siege, creating a cultural mix that fits the campaign's irreverent and contemporary tone.
Rather than simply repeating the existing campaign message, the music video gives “Sada Salty Raho” a new expression through music. The result is designed to feel less like a conventional biscuit advertisement and more like a piece of culture that audiences can watch, listen to, and engage with.
For Monaco, the move into music extends the brand's attempt to build a stronger personality among contemporary audiences. The campaign uses self-expression as the bridge between the product and its audience, positioning Monaco as a brand for people who are comfortable standing apart.
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 campaign also continues Monaco's recent association with Orry, who was brought on board for the broader “Sada Salty Raho” campaign aimed at connecting the brand with younger consumers.
With the “Salty Public Party Anthem,” Monaco is extending a simple product attribute into a broader cultural idea. The saltiness of the biscuit becomes a metaphor for individuality, while music gives that attitude a more contemporary and shareable form.
The message remains straightforward: turn your swag salty, own what makes you different, and “Sada Salty Raho.”