Zenith India Bags Parle Products Media Mandate

Following a multi-agency pitch, Parle Products has appointed Biscuits and confectionery manufacturer Parle Products has appointed Publicis Groupe-owned Zenith India as its media agency. Parle has a portfolio of iconic brands spanning the categories of biscuits, confectionery, snacks, rusk and chocolates. This win comes after a multi-agency pitch. The exact size of the account could not be ascertained but industry estimates put it at about Rs 300 crore. 

“Zenith understands the pulse of Indian consumers,” said Mayank Shah, category head at Parle Products. As the makers of the world’s largest selling biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolizes quality, nutrition and superior taste. An in-depth understanding of the Indian consumer psyche has helped Parle Products to develop a marketing philosophy that reflects the needs of the evolving Indian consumer. They have made it a tradition to deliver both health and taste, with a value-for-money positioning that allows people from all classes and age groups to enjoy Parle products to the fullest. With a reach spanning the remotest villages of India and major cities across the world, the House of Parle has become synonymous with trust, globally. 
“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’s 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,” added Shah.

Zenith India handles the media mandate of companies such Nestle, Micromax, LVMH Group, Toyota, Jabong and H&M.