In a significant decision, Parle consolidates the media planning and buying for all its brands barring Poppins and Monaco with The Mediaedge. The account size is pegged at around Rs 70 crore annually. Talking to exchange4media, Praveen Kulkari, Marketing Manager, Parle Products, confirmed the same.
He elucidates, “The Mediaedge has been our buying AoR for the last two and a half years. They have done good job on media buying and they keep coming up with good insights and inputs. Hence, we thought we must consolidate media planning also with them for better impact.” He also states that media planning for Monaco and Poppins would be handled by Zenith Media.
On her part, Divya Gupta, President, The Mediaedge states, “We have consistently delivered efficiencies to Parle. The decision to award the media planning assignment to us is recognition of our good work. It also reinforces the faith we always have had on our planning product”. She further adds, “I do believe with our knowledge, experience, and proprietary operating system, Navigator, we will continue to add value to Parle’s media investments.”
As is known, Parle Biscuits is the number one FMCG brand in the country today, as per the latest Indian Media & Market Study. What is more, Parle G is the world’s largest selling biscuit brand as ratified by the US based Bakery Manufacturers’ Association.
In recent years, the company has been moving up the value chain by introducing premium biscuit variants, such as Hide n Seek, Fun Center, etc, each a success in their segment. Monaco, Krack Jack, Cheeselings and Milk Shakti are the old favourites from Parle's stable.
Parle’s realignment of its media planning duties becomes very relevant in light of increasing competition in this category.
(The story was first run on the site on May 13, 2004)