A video of PM Narendra Modi gifting a pack of home-grown toffee brand Melody to Italian PM Giorgia Meloni, ahead of the high-level bilateral engagement between the two nations, took the Internet by storm, and handed the brand owned by Parle Products a viral moment.
Melodi as a moniker was coined by Internet users and meme makers in 2023 following the two leaders’ friendly engagements during G20 and COP28 events. But it catapulted into the mainstream when the Italian PM hashtagged it, posting a selfie with the Indian PM at COP28 with the caption, “Good friends at COP28. #Melodi.”
Melting the Internet
On Wednesday, the two leaders’ viral video, which amassed over 8 million views within hours on X, was a playful nod to that viral Melodi meme. But the real winner was Melody toffees, known for its iconic tagline, Melody Itni Chocolaty Kyun hai.. Melody khao khud jaan jao, and positioning of “sweetening relationships since 1983”.
Mayank Shah, Vice-President, Parle Products, told businessline that it was a pleasant surprise for the company, and PM Modi with his gesture had taken the brand Melody on the global stage. “We already export Melody to over 100 countries, and its among the top confectionery brands in India. We expect this viral moment to accelerate our growth not just in India, but also in terms of exports. This gives us a huge opportunity to go all out and make a mark on the global stage,” he added.
Quick-commerce platform Blinkit said in an X post that it was witnessing a sudden spike in Melody searches on its app. “Confectionery brands spend billions trying to capture a permanent slice of consumer consciousness. For Parle, the ultimate case of earned media value (EMV) just played out in Rome, completely free of charge. It is a great example of how geopolitical soft power can instantly amplify a domestic brand onto the global stage. For Parle Products, this moment offers a great top of mind boost cementing Melody onto the public consciousness, through a high-profile association with two heads of state. Also, the opportunity to premiumise a mass market impulse product,” said Lloyd Mathias, Independent Director and Business Strategist.
Commerce and Industry Minister Piyush Goyal also chimed into the viral conversation by pointing out in a post on X that the country’s toffee exports has surged 166 per cent since FY14 to reach ₹132 crore in 2025-26
The buzz around Parle Products, also led to some unexpected frenzied buying of shares of Parle Industries, its stock price surging 5 per cent to hit the upper circuit. Parle Products is a privately owned company and has no association with Parle Industries.
Meanwhile, Congress Leader Rahul Gandhi took to X to express criticism. “An economic storm is raging over our heads, and our Prime Minister is busy handing out candies in Italy! Farmers, youth, women, laborers, and small traders are all in tears - the PM is laughing and making reels, while the BJP folks are clapping along.This isn’t leadership, it’s a farce.”
Published on May 20, 2026