MUMBAI: Saatchi & Saatchi has won the creative duties of General Mills' Parampara.

General Mills acquired Parampara, a range of ready-to-cook Indian gravy mixes, early this year. Now it has entrusted the agency with the task of creating a niche positioning for the brand.

Saatchi & Saatchi Mumbai general manager Nisha Singhania said, "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 be working on Parampara and look forward to making it a great success".

The relationship between General Mills and Saatchi & Saatchi started with Pillsbury and grew further with Nature Valley and Haagen-Dazs.

The agency currently handles General Mills' portfolio of consumer favourites in India including Pillsbury Chakki Fresh, Multi-grain & Gold Atta, Pillsbury Cake Mixes, Betty Crocker Dessert Mixes, Green Giant frozen vegetables, Nature Valley granola bars and Haagen-Dazs super premium ice creams.