In a twist in the Parle Products media business, the company has brought back long time partner TME India on its roster of media agencies. It may be recalled that Parle had recently appointed Maxus India as media AOR for its entire portfolio. Now, the media business has been split between Maxus India and TME India, with the latter handling the confectionery business. The total business is pegged at over Rs 50 crore.
Pravin Kulkarni, GM – Marketing, Parle Products, has confirmed the development to exchange4media. He explained that the majority of the business would be handled by Maxus India, which included the biscuits and snacks range, while the confectionery business had now been handed over to TME India.
On the reason for retaining TME India, Kulkarni said, “We have had a long relationship with TME, and considering the years of experience they have handling the business, we have decided to hand over Parle’s confectionery business to TME India.”
It may be recalled that Parle Products had embarked on a review of its media duties for its complete portfolio and had invited media agencies in May 2010 to make presentations to get a fresh perspective on its media business. Maxus India was then appointed as its media AOR for its entire portfolio in July 2010.
Parle Products is one of India’s oldest and largest manufacturers of biscuits and confectionery products. 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.