Mumbai: Experience Commerce, an integrated marketing agency under the Cheil Network, has been appointed as the official digital partner for Parle Candy Culture, reinforcing its expertise in FMCG-focused digital storytelling. The agency has secured the annual social media marketing and media planning & buying mandate for Parle’s confectionery division following a competitive multi-agency pitch.
Launched in 2020 as a digital-first initiative, Parle Candy Culture connects consumers with Parle’s iconic confectionery brands, including Melody, Kismi, Londonderry, Mango Bite, Orange Bite, Mazelo, Poppins, Rol-a-Cola, 2 in 1 Éclair, and Kapi Candy. With an already engaged online community, the brand now aims to enhance consumer connections through immersive, innovative digital storytelling.
As the lead agency, Experience Commerce will drive the content and media strategy for Parle Candy Culture. This includes:
- Always-on social media management
- Product storytelling and festive campaigns
- Real-time moment marketing
- SEO-driven YouTube discoverability strategies
- High-impact influencer & celebrity collaborations
- Precision-targeted media strategies to optimize campaign reach
Speaking about the collaboration, Mayank Shah, Vice President, Parle Products, said, “Parle Candy Culture is a digital-first initiative, and we needed a partner with strong expertise in digital marketing. With Experience Commerce, we have found the perfect collaborator—one that understands our vision and aligns with our objectives. We are excited to create content that truly connects with our audience and drives meaningful engagement. We look forward to the creativity and strategic value that EC brings in strengthening Parle’s legacy in the digital space.”
Bhawana Daga, Vice President – Growth, Experience Commerce, added, “Parle Products is a cherished and beloved brand with deep-rooted nostalgia among Indian consumers. We are thrilled to take on this mandate and look forward to crafting compelling digital narratives that enhance the brand’s connection with its audience. Our unique blend of data-driven insights, creative excellence, and precision media planning will ensure that Parle Candy Culture remains a leader in the confectionery space’s digital ecosystem.”
