Liqvd Asia wins the Digital Mandate for Parle Confectionery

Liqvd Asia won the digital mandate for the FMCG giant Parle after a multi-agency pitch for the account. Parle Products has handed over the digital outreach for all of its classic candy brands to the social media agency from Mumbai, including Melody, Kismi, Mango Bite, 2 in 1 Eclairs, Poppins, and Rol-a-Cola. 

Liqvd Asia will focus on the brand’s growth by developing meaningful engagement opportunities and immersive connections with children and teenagers in India as part of its responsibilities. 

The social media marketing agency from Mumbai would assist the brand in bringing on new customers and telling the Parle narrative in the tone, style, and forms that they like. According to a press release, the team at Liqvd Asia seeks to provide real results for Parle Confectionery by culturally embedding the offers in the consumer’s lives, occasions, and celebrations.

The managing director of Liqvd Asia, Arnab Mitra, said, “Everyone loves candies. There are so many candies and toffees in the market but some of them are not simply products, they are a part of our life, and we remember some of our best times whenever we eat them or see them in a store. Parle’s iconic candies will make you feel nostalgic and we want the next generation to also experience the magic of their range. We are pleased to be handling their digital mandate. Parle Products has, over the years, experimented, innovated and stayed ahead of the curve. India’s packaged food industry is poised for significant growth. This is a great time for us to be partnering with them.”

The senior category head—marketing at Parle Products, Krishnarao Buddha, said, “We were looking for an agency that is not just future-facing, but also future-first and has a significant and deep impact on the business of marketing communications in India. Liqvd Asia understands the pulse of Indian consumers. Their passion for the job, innovative thinking and strong play in consumer insights, digital, technology and content make them the right partner for us. We look forward to a long and fulfilling partnership with them.”


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