Parle Products signs Digital Law & Kenneth

Parle Products has appointed Digital Law & Kenneth as its digital marketing agency.

The agency's mandate will include the entire products portfolio from confectionaries to biscuits to chips. These include brands such as Parle G, Monaco, Hide & Seek, Parle Marie, Melody, Monaco Smart Chips, Digestive Marie and Krackjack. The company recently entered into the health snack category with the launch of Monaco Smart Chips.

With the appointment of Digital Law & Kenneth, Parle is hoping to tap into growing media like mobile, gaming and social media.

Commenting on the agency's appointment, Pravin Kulkarnii, GM (marketing), Parle Products said, "We will be increasing our focus on digital marketing. Parle will use all kinds of digital marketing formats to boost the visibility of the brand. The digital market is growing rapidly in India and the awareness level is quite high especially in metros, mini-metros and tier I cities. It is the medium youth are engaged intensively and children also get into this media increasingly. So we would like to make most of it. Law & Kenneth has understood the mandate for our portfolio of brands. We will also launch the first digital campaign soon."

Commenting on the new win, Anil K Nair, managing partner, Digital Law & Kenneth, said, "Parle wants to leverage all its brands in the digital space across various mediums such as gaming, mobile, social media. The challenge here is how to leverage the powerful equity of the Parle mother brand and at the same time engage the various brands that they have with their target audience. Using some of the star brands in the Parle products portfolio, we will be engaging with teenagers, working women, young Indians, and school going children, among others."