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Indian beverage company Parle Agro has given its media mandate to Mediacom after a three month pitch.

The incumbent on the account was OMD. The account’s total media value is pegged at Rs 200 crores (approximately S$ 38 million).  

The announcement:

Following a competitive multi-agency pitch that lasted for well over 3 months, Parle Agro, the largest Indian beverage company has awarded its media mandate to Group M’s media agency MediaCom India.

As the full form AOR for Parle Agro in India, MediaCom will be responsible for the media strategy, planning, buying and implementation for all media including its key brands – Frooti, Appy & Appy Fizz in India. The mandate is for the Indian sub-continent with a total media value of Rs. 200 Crores. 

Nadia Chauhan, Joint Managing Director and CMO, Parle Agro said, “We are happy to have MediaCom on board.  As Parle Agro gears up for the next level of growth, our strategic partnership with MediaCom will help drive our aggressive targets through innovative and disruptive media strategies.“

Commenting on the win, Prasanth Kumar, CEO, Group M South Asia, said , “First, massive congratulations to Mediacom on the Parle Agro business win. It’s a very special moment for us. It is a fantastic opportunity to work on the portfolio of iconic brands across the Parle Agro group. And am confident Navin and his team will continue to bring in their collective experience and leverage our network’s strengths to deliver the best for Parle Agro’s portfolio of brands.”

Navin Khemka, CEO, MediaCom South Asia, added, “Parle Agro has a long and illustrious history – it has established leading household beverage brands by creating innovative and iconic products for over 34 years. We are completely in sync with their philosophy – and what makes this partnership even more exciting is that pursuing growth is our primary target, which calls for an extremely dynamic association. We are looking forward to creating an unmatched brand experience for our consumers. “

The account will be managed and supervised from the MediaCom Mumbai office. MediaCom will begin working on the account from December 2019. 

Source: Mediacom press release

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