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On Wednesday, PM Modi gifted a packet of Melody toffee to Italian Prime Minister Georgia Meloni.

Eat the melody, know yourself… This line for Melody Toffee was not written just like that, there were many challenges behind it, keeping in mind its advertisement was prepared in the 90s. This toffee has come into discussion during PM Modi's visit to Italy. On reaching Italy, PM Modi on Wednesday gifted a packet of Melody toffee to the Prime Minister Georgia Meloni. Meloni herself has shared its video on social media.

Along with this, the line which was used in the branding of Melody's advertisement is also going viral.That line is melody khao khun jaan jao. This line was written in the 90s. Now the question is who wrote this line which is once again becoming popular on social media.

Eat the melody, find out yourself, who wrote it?

Parle is written on the packet of melody gifted by PM Modi to Meloni. Parle Products is the company that makes this toffee. After the pictures went viral on social media, Parle shares also increased by 5 percent. Melody entered the market in the 90s. At that time, the market was dominated by fruit flavored candies especially for children. To break this dominance, it was presented to Melody in the form of chocolate toffee.

Thank you for the gift pic.twitter.com/7ePxbJwPbA

— Giorgia Meloni (@GiorgiaMeloni) May 20, 2026

When Melody was created, its taste and branding became its identity. Its design was in double layer. The flavor of caramel from outside and chocolate from inside was liked by both children and adults and the jingle prepared for its branding was also liked.

The entire responsibility of its branding was handed over to marketing agency Everest. The challenge was how to present it as a chocolate product that would appeal to children. Haresh Moorjani was leading the creative team of the campaign and he came up with a brilliant idea. The idea was to feature children's favorites or people who aspire to be them, asking a question about Melody and the child answering it.Keeping this in mind, copywriter Sulekha Bajpayee wrote its lines. The company liked this very much.

Copywriter Sulekha Bajpayee wrote the lines for its jingle.

How did the line stand up to the challenges?

The jingle for the melody had been made but the question was how to film its advertisement which would become popular among children. This was the biggest challenge. Melody was to be presented as a chocolate product, hence the branding of all the advertisements made was started with this line so that it is created in the minds of children as a chocolate toffee and not as an ordinary toffee.

[embed]https://www.youtube.com/watch?v=5XeSF3t2j7I[/embed]

The ad starts with why is Melody so chocolatey? When this question is asked at different locations in advertisements, every time a child answers, eat the melody and find out yourself. And finally the line comes Melody hai chocolaty, melody hai chocolaty.

Ankit Gupta

Born in Lucknow, the city of Nawabs. Graduated from DAV College and MBA from Punjab Technical University. The desire to write and the passion to know the story beyond the news brought me into journalism. Started his career in 2008 with Lucknow's first Hindi tabloid 'Lucknow Lead'. Tried my hand in the features section. Then he joined Dainik Jagran's iNext from Gorakhpur, the city of Baba Gorakhnath. Joined the Jaipur head office of Rajasthan Patrika in 2013 for reporting on city news and health magazine. After spending about 5 years here, I reached Dainik Bhaskar's Bhopal head office in 2018 for a new beginning in the digital world. Got hold of research, explainer, data story and infographic. The most complex news of health and science explained in simple words. Said goodbye to Dainik Bhaskar in 2021 and joined the digital wing of TV9 Group. Currently working in TV9, I am heading the 'Knowledge' section as an Assistant News Editor. There is focus and interest on explainer, data and research stories.

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