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New Delhi. Even today, Melody is not just a candy but has become a memory of people’s childhood. Filled with caramel on the outside and chocolate on the inside, this toffee remains a favorite of people even after decades. These days this chocolate is once again in discussion. When the video of PM Modi giving Melody Chocolate to Italian Prime Minister Giorgia Meloni has gone viral. In such a situation, let us know how the melody became so popular and since when its taste has been attracting the people of India. The toffee and candy market was growing rapidly in the 1980s. At that time Cadbury’s ‘Eclairs’ were very popular in the market. Meanwhile, Parle launched a toffee named Melody. The concept was somewhat similar, caramel on the outside and chocolate on the inside, but Parle wanted to give it a different identity.

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This one line changed Melody’s fate

Then Parle’s advertising agency ‘Everest’ was given the responsibility of making Melody different from other toffees. During this time, that line was born, which is still on people’s lips – How is the melody so chocolatey? And Phil’s answer was – Eat the melody, know yourself! Just this one line changed Melody’s fate. This tagline was written by copywriter Sulekha Bajpai. The jingle of ‘Melody Hai Chocolate’ also settled in people’s minds. The aim of Parle was to generate curiosity among the people. The company wanted people to think for themselves what is so special about this toffee. This strategy worked and Melody became the favorite of children and youth.

From playground to classroom…question echoed everywhere

Melody’s TV commercials became quite popular. In some advertisement the coach used to ask how Melody is so chocolatey? So somewhere the teacher was seen asking the same question. Every time the answer was the same, eat the melody, know yourself! These advertisements made Melody not just a toffee but a part of pop culture.

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Even today the melody is alive in films and memes.

Even after years this line did not end. In 2019, the same dialogue was also used in a funny way in the film ‘Chhichhore’. This line continues to go viral on social media through memes. Even after 40 years the question remains the same – ‘Why is the melody so chocolatey?’ And the answer is the same – eat the melody, know yourself!’