New Delhi: Shares of Parle Industries surged up to 5 per cent on Tuesday after Prime Minister Narendra Modi gifted a pack of Melody toffees to Italy’s Prime Minister Giorgia Meloni during his recent visit to Italy.
The stock climbed to ₹5.25 during intraday trade, extending its weekly gains to nearly 7 per cent. The rally was largely sentiment-driven, sparked by a viral video featuring the two leaders sharing a light-hearted moment that quickly gained traction across social media platforms.
Viral video fuels market sentiment
The surge in Parle Industries’ share price came after a widely circulated video showed PM Modi presenting Melody candies as a gift to Giorgia Meloni. The gesture appeared to reference the popular “#Melodi” trend—a playful nickname coined by internet users combining the names of the two leaders.
In the clip, Meloni is seen smiling and acknowledging the gift, even describing it as “a very, very good toffee.” The candid exchange between the leaders drew widespread attention online, with the video garnering close to 10 lakh views within a short period.
Meloni later shared the video on social media, thanking PM Modi for the thoughtful gesture. The interaction further amplified the buzz, triggering a wave of memes, nostalgic posts and discussions centred around Melody candies.
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Social media buzz lifts stock temporarily
Dalal Street is known to react sharply to viral trends, celebrity mentions and unexpected public attention involving listed companies. In this case, the renewed popularity of Melody candies appeared to translate into buying interest in Parle Industries shares.
Market participants, particularly retail investors, were quick to capitalise on the trend, linking the surge in online conversations to potential brand recall and visibility. This resulted in increased trading volumes and a sharp uptick in the stock price during the session.
However, analysts caution that such rallies are often short-lived and driven more by sentiment than fundamentals.
Stock remains under long-term pressure
Despite the recent spike, Parle Industries shares continue to face significant pressure over the longer term. The stock is still down approximately 41 per cent over the past three months, 46 per cent in six months and more than 68 per cent over the last one year.
This highlights the disconnect between short-term sentiment-driven movements and the company’s broader financial performance. Experts note that while viral moments can temporarily boost investor interest, sustainable growth depends on earnings, business fundamentals and market conditions.
Rise of sentiment-based trading
The incident also underscores a growing trend in the Indian stock market, where social media narratives increasingly influence trading behaviour. Retail participation has surged in recent years, with investors closely tracking online trends, viral content and public sentiment.
Stocks, especially those that are low-priced or relatively illiquid, tend to witness sharper movements during such events. The Parle Industries rally is a clear example of how non-financial triggers can impact market dynamics in the short term.
Conclusion
The spike in Parle Industries shares following the “Melodi” viral moment reflects the powerful role of social media in shaping market sentiment. While the gesture by PM Modi added a light-hearted diplomatic touch, its ripple effect on the stock market highlights evolving investor behaviour.
Going forward, it remains to be seen whether the stock can sustain any upward momentum or if the rally fades as market focus returns to fundamentals.
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