A determined Twitter user from Kerala and a smart social media team, powered by the charm of nostalgia, are behind a giant confectionary brand's return to innocence. When Siddharth Sai G tweeted in February this year about missing the Rola Cola, a cola flavoured sweet, the guys at creative agency Please See put the post up on Parle's top bosses' group chat, seeking a plan of action. Krishnarao S Buddha, category head, Parle Products, remembers that the initial demand was "1 lakh tweets to bring Rola Cola back". They finally decided on 10,000.

By March 13, Parle had received 10,000 retweets with #BringBackRolaCola. "By the time we had reached 5,000 retweets, we knew we were relaunching it, irrespective of the goal. We couldn't disappoint our consumers," he says.