Saatchi & Saatchi wins General Mills' Parampara business

The agency has been given the mandate of creating a niche positioning for the brand in the days ahead.

Saatchi & Saatchi has won the creative duties for Parampara, a range of ready-to-cook Indian gravy mixes. The brand belongs to General Mills, a company that has been a part of the agency's global client roster for several years.

In India, Saatchi & Saatchi currently handles General Mills' portfolio of consumer brands including Pillsbury Chakki Fresh, Multigrain and Gold Atta, Pillsbury Cake Mixes, Betty Crocker Dessert Mixes, Green Giant frozen vegetables, Nature Valley granola bars and Haagen-Dazs ice creams.

Earlier this year, General Mills acquired the Parampara portfolio, including its branded range of ready-to-cook spice and sauce mixes sold under the brand names Parampara, StarterZ and Curry Tree. Saatchi & Saatchi has now been given the mandate of creating a niche positioning for the brand in the days ahead.

Parampara's products are manufactured in Pune and sold under the brand names StarterZ and Curry Tree. They are marketed primarily in the western region of India and exported to the United States of America, Canada and Japan.

Commenting on the new account win, Nisha Singhania, general manager, Saatchi & Saatchi Mumbai, says in a press note, "At Saatchi & Saatchi, we believe in being a Lovemark to our clients. No better affirmation of that when an existing client awards you with more business. We are extremely thrilled to work on Parampara and look forward to making it a great success."

Ramanuj Shastri, national creative director, Saatchi & Saatchi, says, "It's a challenging yet interesting category and Saatchi & Saatchi is honoured to be chosen for the task. We will do everything possible to justify the trust reposed on us by General Mills."

The agency's clientele in India includes brands such as P&G, Mead Johnson, Cairn, HCL, BPCL, Novartis, OLX and Reliance, among others.