Parts ways with longstanding creative partner Creativeland Asia.
The pitch process is anchored in Mumbai and is being led by Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro.
Though Parle Agro will eventually replace Creativeland Asia by roping in a new on-record creative partner, for now, the team is working with a few international firms, on a project basis. These include Pentagram (London) and Sagmeister & Walsh (New York). Both agencies are working with Parle Agro for brand Frooti.
For starters, the winning agency, we learn, will be tasked with working on a summer campaign for Frooti; from a business perspective, summer is a very important time of the year for the brand.
Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, says, "Sometimes you have to make tough decisions and put personal life above business. Not having Parle Agro will impact our revenues by 19%. We’ll come back stronger."
Over the years, his team has worked on many brands from the Parle Agro stable, including Frooti, Appy, Appy Fizz, Hippo, LMN, Frio, Bailley, Saint Juice, and most recently, Cafe Cuba.
Presently, Creativeland Asia's clientele includes names like Godrej Consumer Products (Cinthol, Godrej aer, Goderj Expert), MTS Telecom, Mercedes India, Emami Group, Kalpataru Group, Café Coffee Day, Durex and Government of India (strategic projects).
Parle Agro will continue working with OMD, its on-record media planning and buying agency.