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Parle Products reviews media biz of entire portfolio

26-May-2010
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Parle Products reviews media biz of entire portfolio

It is learnt that Parle Products is reviewing the media duties for its complete portfolio and has invited media agencies to make presentations to get a fresh perspective on its media business. TME is the current media AOR on the business.

Sources close to the development have confirmed the news, however, no official confirmation was available. Neither could the account spend be ascertained, but it is believed to be substantial.

As per the sources, quite a few agencies have been invited to make their presentations on the basis of credentials.

It may be recalled that very recently Digital Law & Kenneth had bagged the entire Parle Products portfolio, including the confectionaries and savouries business. The brands include ParleG, Monaco, Hide & Seek, Parle Marie, Melody, Kisme, Musst Bites and Musst Chips. Industry sources have pegged the account size at Rs 4 crore. The account had moved from BC Webwise.

However, there shall be no changes in the creative side of business and the existing creative agencies on the roster will continue to handle the creative duties of Parle Products.

Parle Products is one of India’s oldest biscuits and confectionery products companies. This move by the company is an effort to continue to engage with the youth, who are now more focused on digital platforms for their media consumption.

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