The agency will lead Parle’s digital-first confectionery platform across creative, social, creators and media.
YAAP Digital has been appointed the Digital & Media Partner for Parle Candy Culture, following a competitive multi-agency pitch. The mandate brings together creative and media responsibilities for Parle Products’ digital-first confectionery platform.
YAAP will handle the platform’s digital communication, content creation, social media management, influencer collaborations, along with media planning and buying. Its remit will include always-on storytelling, topical and festive campaigns, creator-led initiatives and performance-focused media.
Parle Candy Culture brings together a portfolio of familiar confectionery brands, including Kismi, Mango Bite, Orange Bite, Poppins, Rol-a-Cola, Kacha Mango Bite and others. The platform has built its digital presence around the nostalgia associated with Parle’s candy brands, while looking to connect with younger audiences.
The new partnership aims to take that nostalgia into a more contemporary digital environment, combining culture-led storytelling with data and AI-powered insights.
Mayank Shah, vice president, Parle Products, said the company was looking for a partner capable of bringing together creativity and strategic media thinking.
Manan Kapur, senior partner, YAAP, said the agency will focus on combining content, creators, creativity and media to build conversations that are culturally relevant as well as performance-driven.
The mandate adds another significant FMCG account to YAAP’s growing portfolio and strengthens its positioning as an integrated digital marketing partner.
