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Grey Group India wins creative duties of Parakh Agro

The win comes on the back of a multi-agency pitch process. Grey will handle the creative duties across advertising, digital solutions, retail design and activation

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Grey Group India wins creative duties of Parakh Agro

Grey Group India wins creative duties of Parakh Agro

The win comes on the back of a multi-agency pitch process. Grey will handle the creative duties across advertising, digital solutions, retail design and activation

BestMediaInfo Bureau | Delhi | August 25, 2015

Grey-parakh

Parakh Agro Industries (formerly known as Parakh Foods), one of the leading Indian manufacturers of FMCG commodities, has appointed Grey Group India to handle its creative duties across advertising, digital solutions, retail design and activation. The agency won the business in a multi-agency pitch process, which involved the participation of leading advertising agencies.

Parakh Agro Industries manufactures a range of staples such as atta, besan, maida, rawa, and sooji under the Samrat brand name. The company was the creator of popular edible oil brand, Gemini Oil, which was sold to Cargil Foods in 2007. The company is now looking at expanding its distribution and taking the brand national.

Commenting on the development, Prakash Parakh, Chairman, Parakh Agro, said, “At Parakh Agro, we are passionate about providing goodness from traditionally consumed staples to the colossal Indian market through the most advanced hygienic processes. Looking for the right strategic and creative partner was a challenge as we had to filter down to the agency that understood our vision and hence, build ideas from its core. The team at Grey has worked hard to win this role and with them on board, we are excited and confident about winning hearts for our brand Samrat around the nation.”

As the company is headquartered in Pune, the agency's Mumbai office will handle the account.

Vineet Singh Vineet Singh

Reacting to the win, Vineet Singh, Vice-President & Client Services Director, Grey Group India, said, “Grey is privileged to work with one of India's finest 'Made In India' brands. Staples are a hugely challenging category. Branded staples consist of just 2 per cent of the entire universe. The challenge for us is to wean people away from traditional chakkiwallas and unbranded staples sold by neighbourhood kiranas. Grey's communication will target just doing that in its 'famously effective' way.”

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