Digital Law & Kenneth has 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. BC Webwise is the incumbent agency.
Commenting on the new win, Anil K Nair, Managing Partner, Digital Law & Kenneth, said, “Parle wants to leverage all its brands in the digital space across various mediums such as gaming, mobile, social media. The challenge here is how to leverage the powerful equity of the Parle mother brand and at the same time engage the various brands that they have with their target audience. Using some of the star brands in the Parle products portfolio, we will be engaging with teenagers, working women, young Indians, and schoolgoing children, among others.”
Nair further said that Parle intended to increase its focus in the digital domain and the campaigns would break soon.