Parle seeking to expand presence online and reach out to a younger target audience.
Parle Products, India’s largest biscuit and confectionary manufacturer, has appointed Digital Law & Kenneth as its digital marketing agency. This will include the entire products portfolio from confectionaries to biscuits to chips. The brands include Parle G, Monaco, Hide & Seek, Parle Marie, Melody, Monaco Smart Chips, Digestive Marie and Krackjack.
Parle has some leading brands in various categories and with this move company is trying to tap the growing mediums like mobile, gaming, social media, etc. Parle has also recently entered in the health snack category with the launch of Monaco Smart Chips.
Commenting on this Mr. Pravin Kulkarnii, GM (Marketing), Parle Products said, “We will be increasing our focus on digital marketing. Parle will use all kinds of digital marketing formats to boost the visibility of the brand. The digital market is growing rapidly in India and the awareness level is quite high especially in Metros, mini metros & tier I cities. It is the medium youth are engaged intensively & kids also got into this media increasingly. So we would like to make most of it. Law & Kenneth has understood the mandate for our portfolio of brands. We will also launch the first digital campaign soon.”
Commenting on the new win, Anil K Nair, Managing Partner, Digital Law & Kenneth, said, “Parle wants to leverage all its brands in the digital space across various mediums such as gaming, mobile, social media. The challenge here is how to leverage the powerful equity of the Parle mother brand and at the same time engage the various brands that they have with their target audience. Using some of the star brands in the Parle products portfolio, we will be engaging with teenagers, working women, young Indians, and school going children, among others.”
Parle Products is one of India’s oldest biscuits & confectionery products company. This move by the company is an effort to continue to engage with the youth who are now more focused on digital platforms for their media consumption
