Saatchi & Saatchi today announced the addition of Parampara, a range of ready-to-cook Indian gravy mixes by General Mills, to its portfolio.
Talking about the new win, Nisha Singhania, General Manager, Saatchi & Saatchi, Mumbai said, “At Saatchi & Saatchi, we believe in being a ‘lovemark’ to our clients. No better affirmation of that when an existing client awards you with more business. We are extremely thrilled to be working on Parampara and look forward to making it a great success.”
Building on their strong relationship worldwide with Saatchi & Saatchi, General Mills after acquiring Parampara early this year, entrusted the agency with the task of creating a niche positioning for the brand. The General Mills and Saatchi & Saatchi relationship started with Pillsbury and grew further with Nature Valley and Haagen-Dazs.
Ramanuj Shastri, National Creative Director, Saatchi & Saatchi added, “It’s a challenging yet interesting category and Saatchi & Saatchi is honoured to be chosen for the task. We will do everything possible to justify the trust reposed on us by General Mills.”
The agency currently handles General Mills’ portfolio of consumer favourites in India including Pillsbury Chakki Fresh, Multi-grain & Gold Atta, Pillsbury Cake Mixes, Betty Crocker Dessert Mixes, Green Giant frozen vegetables, Nature Valley granola bars and Haagen-Dazs super premium ice creams.
For the record, Parampara is a range of ready-to-cook Indian gravy mixes manufactured in Pune and sold under Startz and Curry Tree brands.