Saatchi & Saatchi adds General Mills' Parampara to its kitty

The agency already handles Pillsbury, Nature Valley and Haagen-Dazs brands from General Mills

BestMediaInfo Bureau | Delhi | October 15, 2012

Saatchi & Saatchi has added Parampara, a range of ready-to-cook Indian gravy mixes by General Mills to its portfolio.

Acquired by General Milles in May 2012, 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 like The United States of America, 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.

Nisha Singhania

Talking about the new addition, 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 Shastry

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.”

Building on their strong relationship worldwide with Saatchi & Saatchi, General Mills after acquiring Parampara early this year, entrusted the agency with the task of creating a niche positioning for the Brand.

General Mills and Saatchi & Saatchi relationship started with Pillsbury and grew further with Nature Valley and Haagen-Dazs. The agency currently handles General Mills' portfolio of consumer favourites in India including Pillsbury Chakki Fresh, Multi-grain & Gold Atta, Pillsbury Cake Mixes, Betty Crocker Dessert Mixes, Green Giant frozen vegetables, Nature Valley granola bars and Haagen-Dazs super premium ice creams. With the addition of Parampara, Saatchi & Saatchi is ready to explore more opportunities with a Brand that connects with the Indian consumers.

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