After three months of speculation, Parle agro called off its nine-year alliance with its creative partner Creativeland Asia (CLA).
Nadia Chauhan, CMO and Joint MD at Parle Agro, and Sajan Raj Kurup, Founder and Creative Chairman at Creativeland Asia, who are husband and wife, have taken the decision to find a balance in their personal and professional lives.
“The reasons for the split are purely personal. It is not an easy decision. We have mutually decided to separate our personal and professional lives. We have planned this mutually over the past one year. Both of us have had a fantastic journey working together over the last 10 years. It has been a very good experience working with CLA and Raj. Their style, culture and quality of work are extremely unique, making it quite challenging for us to find a new agency,” said Chauhan.
She added, “We have decided to work with a few international and domestic agencies on project basis. As of now, we are doing a project with Pentagram (London) and another with Sagmeister & Walsh (New York) - both for Frooti.”
Kurup said, “Sometimes you have to make tough decisions and put personal life above business. Not having Parle Agro will impact our revenues by 19 per cent for this year. We are prepared and our plans are in place. We will come back stronger.”
Creativeland has partnered with Parle Agro since the former’s inception in 2007 on brands that include Frooti, Appy, Appy Fizz, Hippo, LMN, Frio, Bailley, Saint Juice and Cafe Cuba. CLA has conceptualised many successful and award-winning campaigns for the brand such as ‘Why Grow up’ for Frooti, Hippo ‘Plan-T’ and strategic launch campaigns for Appy Fizz, Café Cuba, Hippo, LMN and Saint Juice.
Interestingly, Parle Agro business was moved to CLA from Grey Worldwide when Kurup left the agency to start his own venture. Kurup was the Regional Creative Director for Grey Worldwide. CLA was said to have been responsible for repositioning brands such as Appy Fizz and Frooti, and losing the Parle Agro business will be a considerable loss for the agency.
Talking about CLA’s plans in the 2015, Kurup said, “The plans are extensive and focused. Both Mumbai and Gurgaon are doing well for us. We have beefed up our digital media offering. We have set up Purple Media to buy and plan digital media for our clients. Our digital production team has 29 specialists and a small hardware integration lab. Going further this year, we see our overseas expansion, including a strategic acquisition.”