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Maxus parts ways with Parle; biz moves to TME–MPG combine

06-January-2012
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Maxus parts ways with Parle; biz moves to TME–MPG combine

Maxus India has ended its relation with Parle Products. So far, the business was divided between Maxus and TME, where TME was handling the confectionary part of the business. Maxus, which was working on Parle’s biscuits and snacks range, was handling the larger chunk of this business. The account size for Parle Products is pegged at Rs 50 crore.

Even as Pravin Kulkarni, GM-Marketing, Parle Products refrained from commenting on the development and Maxus India’s Ajit Varghese was not available for comments, industry sources confirmed that TME has already begun work on the business.

In May 2010, Parle Products had put its media mandate to review, the result of which had ended a long standing partnership between Parle and TME India. While in July 2010, Maxus India was awarded the entire Parle Products portfolio, a month later, Parle brought TME back on its roster.

In November 2011, TME and MPG entered into a strategic alliance to provide value added media planning and buying services to clients of Rediffusion Y&R and Everest Brand Solutions. Parle Products will now be handled under this TME-MPG partnership.

Parle Products is one of India’s oldest and largest manufacturers of biscuits and confectionery products.

 

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.