MUMBAI: Prayagh Nutri Products (P) Ltd, one of the leading manufacturers and exporters of confectioneries, has appointed L&K Saatchi & Saatchi as its strategy and creative partner. Prior to this, Lavian did not have any agency relationship. The brand alignment decision was made without going through the pitch process.

Prayagh Nutri Products (P) Ltd executive director Vinod Lalwani said, “Although we are not a legacy brand, our major strength is to deliver a delightful consumer experience through creating innovative products. My mission is simple, sweeten the world and remove all its bitterness through the Lavian experience. We are extremely delighted to have L&K Saatchi & Saatchi on board as our integrated brand partner. This partnership will help us to provide the necessary push to compete with all the big and well-established bands in the country. Ultimately, we want the consumer to win.”

L&K Saatchi & Saatchi India CEO and managing partner Anil S Nair said, “Since that start of the brand journey, Brand Lavian has proven our belief of ‘Nothing is Impossible’ on brands and business hold true yet again. We are equally excited to be a part of this journey of LAVIAN’s growth story as it stakes its claim as a powerhouse in the Indian confectionery market.”

Since its inception, Lavian is known for its vast portfolio of candies and confectioneries ranging from flavoured candies to milk based lacto bonbons, eclairs, chocolate-coated wafers, plain and moulded cakes, truffles and gums. The company has a state-of- art plant, which uses the best in class Italian technology to deliver great products and an amazing consumer experience. The company also has a deep network of wholesalers and retailer that cover the entire country, with a separate product portfolio for rural and urban markets.