MediaCom India bags Parle Agro media mandate

MUMBAI: Following a competitive multi-agency pitch that lasted for well over three months, leading Indian beverage company Parle Agro has awarded its media mandate to GroupM’s media agency MediaCom India.

The account will be managed and supervised by the MediaCom Mumbai office. MediaCom will begin working on the account from December 2019.

As the agency on record (AoR) for Parle Agro in India, MediaCom will be responsible for the media strategy, planning, buying and implementation for all media including its key brands – Frooti, Appy & Appy Fizz in India. The mandate is for the Indian sub-continent with a total media value of Rs. 200 Crores.

Parle Agro Joint Managing Director and CMO Nadia Chauhan said, “We are happy to have MediaCom on board. As Parle Agro gears up for the next level of growth, our strategic partnership with MediaCom will help drive our aggressive targets through innovative and disruptive media strategies.”

Commenting on the win, Group M South Asia CEO Prasanth Kumar said, “First, massive congratulations to Mediacom on the Parle Agro business win. It’s a very special moment for us. It is a fantastic opportunity to work on the portfolio of iconic brands across the Parle Agro group. And am confident Navin and his team will continue to bring in their collective experience and leverage our network’s strengths to deliver the best for Parle Agro’s portfolio of brands.”

MediaCom South Asia CEO Navin Khemka added, “Parle Agro has a long and illustrious history – it has established leading household beverage brands by creating innovative and iconic products for over 34 years. We are completely in sync with their philosophy – and what makes this partnership even more exciting is that pursuing growth is our primary target, which calls for an extremely dynamic association. We are looking forward to creating an unmatched brand experience for our consumers.”

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