Everest Brand Solutions will handle the creative duties for the recently launched premium glucose biscuit brand Parle-G Gold, which is an extension of Parle Products' flagship brand, Parle-G.
The company spokesperson has confirmed the news to afaqs!.
As of now, the media mix for the brand is focused on print communication that will be targeted at the urban markets.
Currently, Parle-G is a market leader in the glucose biscuits category. With Parle-G Gold, the Chauhan family-owned Parle Products has re-entered the premium glucose biscuits segment almost a decade after it launched Parle-G Magix.
The media duties for all Parle brands are handled by TME-MPG. The agency won the business in January; earlier, TME handled the confectionery part of the business, while Maxus managed the biscuits and snacks range.
It may be recalled that Everest Brand Solutions was recently given the creative duties for Parle's Wafers.