New Delhi: India's iconic Melody toffee has received an Italian makeover. Parle has introduced a limited-edition Melody Tiramisu, drawing inspiration from the viral "Melodi" phenomenon that brought Prime Minister Narendra Modi and Italian Prime Minister Giorgia Meloni into the social media spotlight.

The new variant, launched on Friendship Day (August 2), comes in a 180-gram pack and is currently available exclusively on Blinkit for a limited period. The packaging prominently carries the message "Celebrating India-Italy Friendship," underlining the inspiration behind the special edition.

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From diplomatic gift to limited-edition candy
 

The launch traces its roots to a widely shared moment during Prime Minister Modi's visit to Italy earlier this year. During the meeting, Modi gifted Meloni a pack of Melody toffees.

Soon after, Meloni shared a video on Instagram, holding up the packet and saying, "Prime Minister Modi brought us a gift, a very, very good toffee, Melody." The light-hearted exchange quickly went viral, introducing the classic Indian candy to a global audience.

The 'Melodi' craze

The toffee launch also taps into the popularity of "Melodi"- a portmanteau of Modi and Meloni- that has become a recurring internet meme over the past few years.

The term gained further traction after Meloni herself used the #Melodi hashtag in an Instagram post during the COP28 climate summit in Dubai. Photos and videos of the two leaders at international summits have repeatedly fuelled online conversations, turning "Melodi" into one of social media's most recognisable political memes.

An Italian flavour for an Indian classic

Parle has paired Melody's signature coffee flavour with tiramisu, one of Italy's best-known desserts, giving the decades-old confectionery a distinctly Italian twist. The product is listed under the coffee candy category on Blinkit and is expected to remain available only for the next couple of months as part of a limited-edition release.

The company has not announced whether the variant will be rolled out through regular retail stores, suggesting that the online-exclusive launch could serve as a test of consumer response.

Social media loves the marketing move

The launch has sparked enthusiastic reactions online, with many users praising Parle for capitalising on a viral cultural moment. Several called it a smart marketing campaign, while others joked that the company had turned the internet's favourite diplomatic meme into a candy.

For a brand that has remained a staple of Indian childhoods for decades, the Tiramisu edition shows how a nostalgic product can find renewed relevance by blending pop culture, diplomacy and a touch of Italian flavour.