Parle Agro meets creative agencies for Frooti

Parts ways with longstanding creative partner Creativeland Asia.

After working together for nearly a decade, Creativeland Asia and Parle Agro have ended their famed agency-client partnership. Consequently, Parle Agro is currently in the midst of evaluating creative ideas from agencies for brand Frooti.

The pitch process is anchored in Mumbai and is being led by Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro.

Though Parle Agro will eventually replace Creativeland Asia by roping in a new on-record creative partner, for now, the team is working with a few international firms, on a project basis. These include Pentagram (London) and Sagmeister & Walsh (New York). Both agencies are working with Parle Agro for brand Frooti.

About the decision to part ways with Creativeland Asia, Nadia Chauhan says, "The reasons for the split are purely personal. While it is not an easy decision, with our growing family we have mutually decided to separate our personal and professional lives. We have planned this mutually over the last one year. Both of us have had a fantastic journey working together over the last 10 years. It's been fantastic working with CLA and Raj and undoubtedly their style, culture and quality of work is extremely unique making it quite challenging to find a new agency to work with."

For starters, the winning agency, we learn, will be tasked with working on a summer campaign for Frooti; from a business perspective, summer is a very important time of the year for the brand.

Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, says, "Sometimes you have to make tough decisions and put personal life above business. Not having Parle Agro will impact our revenues by 19%. We’ll come back stronger."

Over the years, his team has worked on many brands from the Parle Agro stable, including Frooti, Appy, Appy Fizz, Hippo, LMN, Frio, Bailley, Saint Juice, and most recently, Cafe Cuba.

Presently, Creativeland Asia's clientele includes names like Godrej Consumer Products (Cinthol, Godrej aer, Goderj Expert), MTS Telecom, Mercedes India, Emami Group, Kalpataru Group, Café Coffee Day, Durex and Government of India (strategic projects).

Parle Agro will continue working with OMD, its on-record media planning and buying agency.