Creativeland Asia and Parle Agro have mutually agreed to end their alliance, which ran for nearly eight years.
Nadia Chauhan, CMO and joint MD, Parle Agro, and Sajan RaJ Kurup, founder and creative chairman, Creativeland Asia, who are wife and husband, have taken this decision to find a balance in their personal and professional lives, informed a statement from the agency.
Chauhan said, “The reasons for the split are purely personal. While it is not an easy decision, with our growing family we have mutually decided to separate our personal and professional lives. We have planned this mutually over the last one year. Both of us have had a fantastic journey working together over the last 10 years. It's been fantastic working with CLA and Raj and undoubtedly their style, culture and quality of work is extremely unique making it quite challenging to find a new agency to work with. For now 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 well prepared and our plans are in place. We’ll come back stronger.”
Creativeland has partnered with Parle Agro since its inception in 2007 on brands that include Frooti, Appy, Appy Fizz, Hippo, LMN, Frio, Bailley, Saint Juice and the recently launched Cafe Cuba.
The agency ended its relationship with Parle, with a 'thank you video'.
On the company’s 2015 plans Kurup said, “The plans are extensive and focused. Both Bombay and Gurgaon are doing well for us. We have beefed up our digital production and digital media offering. We have set up Purple media to buy and plan digital media for our clients. Our digital production team now boasts of 29 specialists from coders to programmers UI/UX designers and a small hardware integration lab. Going further 2015 should also see our overseas expansion, including a strategic acquisition we will be making.”