Parle Products has appointed Zenith India to handle its media planning and buying mandate. Parle Products' portfolio includes biscuits, confectionery, snacks, rusk and chocolates.
Zenith won the business following a multi-agency pitch.
Mayank Shah, category head, Parle Products, said, “We were looking for an agency that is not just future-facing, but also future-first and has a significant and deep impact on the business of marketing communications in India. Zenith understands the pulse of Indian consumers. Their passion for the job, innovative thinking and strong play in consumer insights, digital, technology, content and analytics makes them the right partner for us. We look forward to a long and fulfilling partnership with them.”
Tanmay Mohanty, group CEO, Zenith, said, “Their brands have withstood the test of time and have successfully contemporised. Parle Products has over the years experimented, innovated and stayed ahead of the curve. It is a great opportunity for us to put forward our strategic thinking, integrated solutions and drive on RoI for Parle’s brand media investments. India’s packaged food industry is poised for significant growth this is a great time to be partnering with them.”