Top Story


Home >> Advertising >> Article

Parle Agro assigns ‘Saint’ biz to Creativeland Asia & OMD India; ad spends pegged at Rs 4 cr

Font Size   16
Parle Agro assigns ‘Saint’ biz to Creativeland Asia & OMD India; ad spends pegged at Rs 4 cr

Parle Agro, the makers of Frooti and Appy, has strengthened its juice portfolio with the launch of Saint Juice in the 100 per cent juice category. The company has earmarked Rs 4 crore to promote the brand. The business would be handled by Parle Agro’s current agencies – Creativeland Asia and OMD India. This is yet another instance where the advertising agency has played an active role in designing the look and feel of a brand.

The media plan would include print, outdoor and various other below-the-line activities. The product would also use the Internet and other new age media for its communication.

Speaking at the launch, Nadia Chauhan, Director, Parle Agro, said, “Most juice brands do not communicate clearly whether they are nectar, 85 per cent juice or 100 per cent pure juice. Consumers are confused with what they are buying. Only 100 per cent juice is pure juice and has no added sugar, colour or preservatives. With Saint Juice, consumers don’t have to think twice as we have only 100 per cent juice and no nectars or drinks within our juice range, and our communication would clearly state that.”

Creativeland Asia, the creative agency, was actively involved in the design and packaging of the product and has created the 360-degree marketing and communication plan for the brand. Sajan Raj Kurup, Chairman and Chief Creative Officer, Creativeland Asia, explained, “In a day and age when supermarket shelves are cluttered with products that are brightly coloured and shouting for attention, Parle Agro’s new 100 per cent juice brand, Saint, catches the eye with its strikingly different, uncluttered, pristine white packaging design.”

According to Kurup, the thought process was to come up with a brand name that captured the philosophy without much ado. He said, “‘Saint Juice’ clearly stands out in a market otherwise cluttered with functional names. ‘Saint Juice’ has been designed to deliver its brand experience right from the brand name and its packaging to every little piece of communication we build around it.”


Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)