‘Melodi’ diplomacy goes viral as Parle executive hails Modi’s gesture to Italy PM

A light-hearted diplomatic moment between Prime Minister Narendra Modi and Italian Prime Minister Giorgia Meloni has gone viral online after Modi gifted Meloni a packet of Melody toffees during his visit to Rome. The gesture triggered what social media users dubbed another “Melodi moment” — a popular internet nickname combining the surnames of the two leaders.

Reacting to the viral moment, Vice-President of Parle Products Mayank Shah said the company was “thrilled” by the unexpected global attention the brand received through the interaction.

According to reports, Shah described the gesture as a “nice way of pushing Indian products and giving a global stage” to homegrown brands. He also said the company expects a major boost in both domestic and international traction following the viral clip.

The moment quickly spread across social media after Meloni shared a video of the exchange online. In the clip, Modi hands over the popular Indian candy while Meloni thanks him for the gift. The video generated millions of views within hours and revived the already popular “Melodi” trend online.

The “Melodi” nickname first gained popularity during international summit interactions between Modi and Meloni, especially after selfie videos and friendly exchanges between the two leaders went viral during the 2023 G20 Summit and later global events.

This latest episode added another layer to the internet fascination surrounding the two leaders’ public camaraderie.

Reports said Melody toffees even witnessed a spike in online searches and quick-commerce demand following the viral exchange. Some users jokingly referred to the interaction as “soft diplomacy through candy.”

The attention also briefly spilled into financial markets, with shares of Parle Industries reportedly hitting the upper circuit after confusion among some retail investors linking the listed entity to Parle Products, which manufactures Melody toffees but remains privately held.

Modi’s visit to Italy was part of his wider Europe tour, during which India and Italy elevated bilateral relations to a “Special Strategic Partnership”. Discussions between the two sides focused on defence cooperation, trade, technology, mobility and connectivity initiatives such as the India-Middle East-Europe Economic Corridor (IMEC).

The leaders also visited landmarks in Rome, including the Colosseum, and held informal engagements that drew considerable media attention online.

While the diplomatic meetings focused on strategic and economic cooperation, it was the small packet of Melody toffees that unexpectedly became the internet’s biggest takeaway from the visit.