MUMBAI: Parle Agro, one of India’s largest beverage company with iconic brands like - Frooti, Appy & Appy Fizz, has awarded its media mandate worth Rs 200 crores to Group M owned media agency MediaCom India, following a multi-agency pitch that lasted well over three months.

As the full form AOR for Parle Agro in India, MediaCom will be responsible for the media strategy, planning, buying and implementation for all media in Indian sub-continent. Atahe account will be supervised by the MediaCom Mumbai office starting December 2019.

Announcing the deal, Nadia Chauhan, Joint Managing Director and CMO, Parle Agro said, “We are happy to have MediaCom on board.  As Parle Agro gears up for the next level of growth, our strategic partnership with MediaCom will help drive our aggressive targets through innovative and disruptive media strategies.“

Commenting on the win, Prasanth Kumar, CEO, Group M South Asia, said, "First, massive congratulations to Mediacom on the Parle Agro business win. It’s a very special moment for us. It is a fantastic opportunity to work on the portfolio of iconic brands across the Parle Agro group. And am confident Navin and his team will continue to bring in their collective experience and leverage our network’s strengths to deliver the best for Parle Agro’s portfolio of brands."

Navin Khemka, CEO, MediaCom South Asia, added, "Parle Agro has a long and illustrious history – it has established leading household beverage brands by creating innovative and iconic products for over 34 years. We are completely in sync with their philosophy – and what makes this partnership even more exciting is that pursuing growth is our primary target, which calls for an extremely dynamic association. We are looking forward to creating an unmatched brand experience for our consumers. "

A pioneer in the beverage industry, Parle Agro Pvt. Ltd. is the largest Indian beverage company with a brand turnover of Rs 5000 crore.