Grey Group India to handle creative duties of Parakh Agro Industries

The account was won following a multi-agency pitch and will be handled by the agency's Mumbai office.

Parakh Agro Industries, (formerly, Parakh Foods) one of the leading manufacturers of FMCG commodities and staples in India under the Samrat brand name, has assigned 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.

Having established its strength with high-tech plants located in central and western states, Parakh Agro's focus now is on expanding its distribution and taking the brand to a national level. Commenting on the mandate win, Prakash Parakh, chairman, Parakh Agro, says, "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 understands our vision, and hence build ideas from its core. The team at Grey has worked hard to win this and, with them on board, we are excited and confident about winning hearts for our brand Samrat around the nation."

Commenting on the new business win, Vineet Singh, vice president and client services director, Grey Group India, adds, "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."