Creativeland and Parle Agro part ways

Nadia Chauhan, CMO and Joint MD, Parle Agro, and Sajan RaJ Kurup, Founder & Creative Chairman, Creativeland Asia, who are husband and wife, have taken this decision to find a balance in their personal and professional lives

BestMediaInfo Bureau | Mumbai | January 16, 2015

Nadia Chauhan and Sajan RaJ Kurup

The client-agency relationship that brought forth many exciting and much loved campaigns over the past seven odd years is coming to an end. After much consideration, Creativeland Asia and Parle Agro have mutually agreed to end their long-standing alliance. Nadia Chauhan, CMO and Joint MD, Parle Agro, and Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, who are husband and wife, have taken this decision to find a balance in their personal and professional lives.

Chauhan explained, “The reasons for the split are purely personal. While it is not an easy decision, with our growing family we have mutually decided to separate our personal and professional lives. We have planned this mutually over the last one year. Both of us have had a fantastic journey working together over the last 10 years. It's been fantastic working with CLA and Raj and undoubtedly their style, culture and quality of work is extremely unique making it quite challenging to find a new agency to work with.”

Chauhan added, “For now we have decided to work with a few international and domestic agencies on project basis. As of now we are doing a project with Pentagram (London) and another with Sagmeister & Walsh (New York) – both for Frooti.”

On his part, RaJ Kurup said, “Sometimes you have to make tough decisions and put personal life above business. Not having Parle Agro will impact our revenues by 19 per cent for this year. We are well prepared and our plans are in place. We'll come back stronger.”

Creativeland has partnered with Parle Agro since its inception in 2007 on brands that include Frooti, Appy, Appy Fizz, Hippo, LMN, Frio, Bailley, Saint Juice and the recently launched Cafe Cuba. During this partnership, Creativeland has conceptualised many successful and award winning campaigns like the Frooti 'Why Grow Up', Hippo 'Plan-T' and strategic launch campaigns for Appy Fizz, Café Cuba, Hippo, LMN and Saint Juice.

At present, Creativeland partners with Godrej Consumer Products (Cinthol, Godrej aer, Goderj Expert), MTS Telecom, Mercedes India, Emami Group , Kalpataru Group, Café Coffee Day (all three formats), Durex and Government of India on select strategic projects.

On the company's 2015 plans RaJ informed, “The plans are extensive and focused. Both Mumbai and Gurgaon are doing well for us. We have beefed up our digital production and digital media offering. We have set up Purple Media to buy and plan digital media for our clients. Our digital production team now boasts of 29 specialists from coders to programmers UI/UX designers and a small hardware integration lab. Going further, 2015 should also see our overseas expansion, including a strategic acquisition we will be making.”

The workforce at Creativeland has grown tremendously to a strong 150+ since it set up base in New Delhi in 2013 and expanded its digital offerings. A sizeable talent acquisition will be made in 2015 to meet the growth in operations.

That it has been a happy, emotional client-agency relationship is obvious from the thoughtful video that team CLA presented to Nadia Chauhan and the Parle Agro team. Take a look:

The Video:

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