Parle Products has increased production of its Melody toffee due to a significant surge in demand, following a viral video showing Prime Minister Narendra Modi gifting a pack of the candy to his Italian counterpart, Giorgia Meloni, the company’s vice-president, Mayank Shah, said on Thursday.Terming the moment as the “biggest of all campaigns” in the brand’s history, Shah said that the company will now back up the endorsement of the “Swadeshi brand” by Modi, as Parle Products will strive to enhance the global presence of Melody, which currently is available in 100 countries.When asked about reaction from consumers and distributors, he said, “The early feedback that we have got from distributors is that, yes, there is demand. Suddenly, we are seeing a spike in demand.”Shah further said, “On channels like quick commerce, we see an immediate spike because we see buying going up…We have seen a huge demand coming in from e-commerce as well. The sales have gone up significantly.”The search results for the term Melody on quick commerce have gone up significantly, Shah said, adding “that is something that we have seen since yesterday morning”.Asked if the company has increased production of Melody, he said, “Since yesterday, we have increased the production…we are seeing heightened demand, coming in even from abroad.”Reacting to the unexpected gifting of the ‘Melody’ pack by Modi to Meloni, Shah said, “It is a moment of immense pride for all of us at Parle, when we are talking about Prime Minister Narendra Modi gifting Parle Melody to world leaders.”Terming Modi’s gesture as “a powerful testament to the potential of Swadeshi brands on the global stage”, he said, “Parle Melody is India’s largest selling toffee brand, and today it is available in more than 100 countries…He (Modi) has done his job now; it’s our responsibility to ensure that we scale up this brand globally and make it really big.“We are deeply grateful to the Prime Minister for giving Indian brands this incredible recognition and visibility,” he added.Shah said Parle Products plans to leverage the development and promote the Melody brand further.“We have already started doing digitally from yesterday onwards and going forward, (there will be) promotion of the same in multiple media, other media vehicles as well,” he noted.“It is a great opportunity for the Swadeshi brand given by our honourable Prime Minister,” Shah said.On Wednesday, Parle Products joined the online buzz after Modi gifted a packet of Melody toffees to Meloni during an interaction that quickly went viral on social media.The gesture sparked a wave of “Melodi” memes online — a long-running internet joke linking Meloni’s name with the iconic candy brand amid the widely discussed camaraderie between the two leaders.Capitalising on the moment, Parle Products shared the video on Instagram with the caption: “Sweetening relationships since 1983”.