Zenith wins Parle Products’ media mandate
Parle Products has entrusted its media planning and buying mandate to Zenith India, part of Publicis Media India. Parle has a portfolio of iconic brands spanning the categories of biscuits, confectionery, snacks, rusk and chocolates. This win comes after a multi-agency pitch.
Since 1929, Parle Products has grown to become India’s leading manufacturer of biscuits and confectionery. As the makers of the world’s largest selling biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolises quality, nutrition and superior taste. An in-depth understanding of the Indian consumer psyche has helped Parle Products to develop a marketing philosophy that reflects the needs of the evolving Indian consumer. They have made it a tradition to deliver both health and taste, with a value-for-money positioning that allows people from all classes and age groups to enjoy Parle products to the fullest. With a reach spanning the remotest villages of India and major cities across the world, the House of Parle has become synonymous with trust, globally.
Tanmay Mohanty, Group CEO, Zenith, commented, “Parle Products is India’s front-runner, fast moving consumer goods company with a range of iconic brands in portfolio, and we are pleased to be handling their media business. Their brands have withstood the test of time and have successfully contemporised. Parle Products has over the years experimented, innovated and stayed ahead of the curve. It is a great opportunity for us to put forward our strategic thinking, integrated solutions and drive on ROI for Parle’s brand media investments. India’s packaged food industry is poised for significant growth this is a great time to be partnering with them.”
Mayank Shah, Category Head at Parle Products, added, “We were looking for an agency that is not just future-facing, but also future-first and has a significant and deep impact on the business of marketing communications in India. Zenith understands the pulse of Indian consumers. Their passion for the job, innovative thinking and strong play in consumer insights, digital, technology, content and analytics makes them the right partner for us. We look forward to a long and fulfilling partnership with them.”