Home >> Advertising >> Article

Parle Agro and Creativeland Asia part ways after nine years

15-January-2015
Font Size   16
Parle Agro and Creativeland Asia part ways after nine years

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.”

Tags Parle Agro CreativeLandAsia Frooti Appy Fizz

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.