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Experience Commerce, a marketing agency, has been appointed as the official digital partner for Parle Candy Culture, a digital-first initiative of Parle’s confectionery brands. The agency has won the mandate for social media marketing and media planning & buying following a competitive pitch. This is a significant win for Experience Commerce, solidifying its reputation in digital marketing, particularly in the fast-moving consumer goods (FMCG) sector.
Parle Candy Culture is a digital platform that connects consumers with Parle’s iconic brands, such as Melody, Kismi, and Londonderry. The brand aims to enhance its consumer connection through immersive and innovative digital storytelling. As the lead agency, Experience Commerce will drive the development and execution of Parle Candy Culture’s content and media strategy, including always-on social media management, product storytelling, and real-time moment marketing.
The agency will also focus on maximizing campaign reach and efficiency through precision-targeted media strategies, as well as high-impact influencer and celebrity collaborations. Mayank Shah, Vice President of Parle Products, expressed excitement in partnering with Experience Commerce, stating that the agency understands their vision and aligns with their objectives.
Bhawana Daga, Vice President of Growth at Experience Commerce, noted that Parle Products is a beloved brand with deep-rooted nostalgia among Indian consumers and looks forward to crafting compelling digital narratives that enhance the brand’s connection with its audience. The agency plans to leverage its expertise in data-driven insights, creative excellence, and precision media planning to ensure Parle Candy Culture remains a leader in the confectionery space’s digital ecosystem. This partnership is expected to drive meaningful engagement and strengthen Parle’s legacy in the digital space.