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The account was won following a multi-agency pitch and will be handled by the agency's Mumbai office.
Parakh Agro Industries, (formerly, Parakh Foods) one of the leading manufacturers of FMCG commodities and staples in India under the Samrat brand name, has assigned Grey Group India to handle its creative duties, across advertising, digital solutions, retail design and activation. The agency won the business in a multi-agency pitch.
Commenting on the new business win, Vineet Singh, vice president and client services director, Grey Group India, adds, "Grey is privileged to work with one of India's finest 'Made In India' brands. Staples are a hugely challenging category. Branded staples consist of just 2 per cent of the entire universe. The challenge for us is to wean people away from traditional chakkiwallas and unbranded staples sold by neighbourhood kiranas. Grey's communication will target just doing that in its 'famously effective' way."