YAAP Wins The Creative And Media Mandate For Parle Candy Culture
YAAP has been appointed digital and media partner for Parle Candy Culture following a competitive multi agency pitch, taking on an integrated creative and media mandate for the confectionery platform.
- Agency: YAAP Digital Private Limited
- Client: Parle Candy Culture, Parle Products' digital first confectionery platform
- Won through: a competitive multi agency pitch
- Scope: digital communication, content creation, social media management, influencer collaborations, media planning and buying
- Brands covered: Kismi, Mango Bite, Orange Bite, Mazelo, Poppins, Rol-a-Cola, Londonderry, 2 in 1 Eclair, Kapi Candy, Mazelo Fruit Gang, Duet, Smoothies, Fusion and Kacha Mango Bite
What The YAAP Mandate Covers
Creative and media together rather than split, which is the structural point of the win. The agency will lead integrated social and media strategy spanning digital communication, content creation, social media management, influencer collaborations, and media planning and buying, with a remit covering always on storytelling, topical campaigns, creator led conversations, festive initiatives and performance led media.
Parle Candy Culture has built its digital presence on the nostalgia and affinity attached to its confectionery brands, a portfolio of fourteen names that most Indian adults encountered as children. The agency says it will combine AI powered insights and data driven decisions with culturally relevant storytelling to hold existing audiences while reaching younger consumers.
Why Parle Ran The Pitch
Mayank Shah, vice president at Parle Products, described the brief as balancing heritage against a digital first present. "Parle Candy Culture has always been about celebrating the timeless love consumers have for our iconic confectionery brands while staying relevant in today's digital-first world," he said, adding that the company wanted a partner who could blend creativity with strategic media thinking.
Manan Kapur, senior partner at YAAP, framed the opportunity around the portfolio's generational reach. "Parle is one of India's most iconic and loved brands, with a confectionery portfolio that has created memories across generations," he said. "Our focus will be on crafting impactful storytelling backed by data and AI-powered insights, helping the brand deepen consumer engagement while continuing to build its digital legacy." The win strengthens YAAP's position in FMCG and widens its portfolio of consumer brands. More industry news.