Top Story

e4m_logo.png

Home >> Media - Others >> Article

Parle consolidates Rs 70 cr media planning & buying with The Mediaedge for major brands

14-May-2004
Font Size   16
Share
Parle consolidates Rs 70 cr media planning & buying with The Mediaedge for major brands

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)

Tags

Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.