Parle Products moves media business to Zenith?

According to highly placed sources, the account size is estimated at around Rs 120-150 crore. The incumbent agency is Havas Media

Raushni Bhagia | Mumbai | October 3, 2016

According to highly placed informed sources, Parle Products is learnt to have moved its media business from Havas Media to Zenith. The size of the account is estimated to be in the range of Rs 120-150 crore. The decision was based on a multi-agency media pitch held recently.

At the time of filing this report, when contacted, officials at Zenith refrained from commenting, while officials at Parle Products could not be contacted.

In the past, Parle Products media business has been handled by various agencies including Havas Media, Maxus and TME (the then media buying arm of Rediffusion Y&R). In January 2012, Parle Products shifted its media duties from Maxus to MPG (which later became Havas Media). Back then, the media duties of Parle Products were split between Maxus and TME. Maxus' share of the account was shifted to MPG.

The creative mandate of the company is handled by Everest Brand Solutions.

Parle Products, an almost 90-year-old biscuits and confectionary manufacturer, has leading brands such as ParleG, Melody, Krack Jack, Mango Bite and Hide & Seek in its portfolio.

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