Saatchi & Saatchi adds Parampara to portfolio

Saatchi & Saatchi has announced the addition of Parampara, a range of ready-to-cook Indian gravy mixes from General Mills, to its portfolio.

Nisha Singhania, General Manager, Saatchi & Saatchi, Mumbai, said, “At Saatchi & Saatchi we believe in being a Lovemark to our clients. No better affirmation of that when an existing client awards you with more business. We are extremely thrilled to be working on Parampara and look forward to making it a great success”.

Ramanuj Shastri, National Creative Director, Saatchi & Saatchi, added, “It's a challenging yet interesting category and Saatchi & Saatchi is honoured to be chosen for the task. We will do everything possible to justify the trust reposed on us by General Mills.”

General Mills has a global relationship with Saatchi & Saatchi. It acquired Parampara early this year, and entrusted the agency with the task of creating a niche positioning for the brand.

Saatchi & Saatchi handles General Mills' Pillsbury, Nature Valley and Haagen-Dazs brands. Parampara is a range of ready-to-cook Indian gravy mixes manufactured in Pune and sold under Startz and Curry Tree brands. They are marketed primarily in the western region of India and exported to countries including USA, Canada and Japan. Parampara which started as a pickles, papad and spices outfit 60 years ago, currently has the capacity to manufacture five million spice mix packs a year, informed a Saatchi statement.