Following Raj Kurup, Parle Agro moves to Creativeland Asia

Kurup had recently quit Grey Worldwide to start his own outfit, Creativeland Asia. The size of the business is estimated to be Rs 30 crore

Creative duties for the entire Parle Agro portfolio have moved out of Grey Worldwide. The agency had been handling the business since December 2004. However, things changed after Grey Worldwide’s regional creative director, Raj Kurup (who had been active on the Parle account), quit the agency a few months ago. He went on to start his own creative outfit, Creativeland Asia, and his entire creative team followed suit.

As he is no longer with Grey, the Parle Agro portfolio has moved with him to Creativeland Asia. The size of the business is around Rs 30 crore. Parle Agro’s brand range comprises Frooti, Appy, Appy Fizz, N-Joi and Parle Bailey Aqua.

Recently, Parle Agro’s media duties too, had moved out of MediaCom (Grey’s media arm), to OMD, tracing the agency’s co-presidents Jasmin Sohrabji and Harish Shriyan’s exit from MediaCom, and their subsequent move to OMD.

Someone perhaps wisely commented on advertising being a ‘people-driven’ business.

Speaking on the shift, Nadia Chauhan Kurup, director, marketing, Parle Agro, tells agencyfaqs!, “Just like in the case of Jasmin and Harish, we noticed a difference in the Grey’s output post the creative team’s departure.” Therefore, the comfort factor led to shifting the business to Creativeland Asia.

Says Raj Kurup, chairman and chief creative officer, Creativeland Asia, “We don’t look so much at the clients and billings we get, but more so at the brands they have. In terms of sheer excitement, these are great brands for us.” Kurup was responsible for the repositioning of Appy Fizz and Frooti, a year ago.

The new campaign will break sometime around Diwali, and the media mix will include television, press, outdoor, radio and viral marketing.

Creativeland Asia will also be responsible for the new product launches from the Parle Agro stable, which are due in sometime.