Mumbai: Liqvd Asia has bagged the social media mandate for Parle’s confectionery brands, under Parle Products, one of India’s leading FMCG companies. The agency will handle digital communications for confectionery brands Melody, Kismi, Mango Bite, 2 in 1 Eclairs, Poppins and Rol-a-Cola among others.

As part of its responsibilities, Liqvd Asia will focus on the brand’s growth by creating relevant engagement opportunities and immersive interactions with teenagers and kids in India. “While Parle confectionery’s products are iconic and memorable for millennials and gen X, the audience that represents gen Z and gen alpha lacks the same affinity with the Parle brand and its offerings,” said the statement.

“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,” said Liqvd Asia managing director Arnab Mitra. “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.”

“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,” commented Parle Products senior category head – marketing Krishnarao Buddha. “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.”