AD Agencies
Everest tells Parle Digestive Marie means healthy snacking
MUMBAI: With the arrival of new players in the market, the brand needed to communicate its core promise to the consumers. i.e. digestive biscuit equals a biscuit meant for truly health snacking.
Everest plans to tell the consumers that ‘Taste ke liye khana hai to kuch bi khao, par health ke liye only PDM’ in the new campaign for the confectionary brand.
Everest president Dhunji Wadia said, “We wanted to come up with an eye-opener in the market. People assume ‘If it is a digestive biscuit, it has got to be healthy’. If you are genuinely concerned about your health, you just can’t eat any digestive biscuits. One needs to look closely in matters involving health, especially in a scenario, when eating digestive biscuits is the only thing you do for staying healthy. ”
Adding to that Everest NCD Rahul Jauhari said, “We took the issue head on – just having a digestive biscuit is not good enough, you need to know what goes into it. The humour route worked for us and some good performances drove the point home, albeit lightly. Blink Pictures did a fine job of partnering us in making this film idea come alive.”
The new ‘Office’ commercial brings out the brand promise through an honest and engaging discussion between a ‘health conscious’ employee and his ‘health smart’ boss.
Parle Products GM marketing Pravin Kulkarni said, “As the Indian consumers are increasingly becoming more health conscious, Digestive biscuits are becoming a part of the Indian lifestyle. The digestive category has been growing at an incredible rate in the last 3 years. One can easily relate to the ad because of its simplicity. Eating healthy snacks and biscuits has become a quick fix for maintain good health. But, is your healthy snack really healthy? Parle Digestive Marie is extremely relevant for the office going masses, which end up ignoring their health for work.”
Parle Products group product manager Mayank Shah said, “As a culture, Indians consume a wide variety of snacks but all of them are not healthy. Tasty snacks like Samosa, Patties and Pastries are full of fat. We often consume them in between meals as an instant remedy for hunger. An active lifestyle can compensate for all this fat consumed, but most of us struggle to find time to do any form of physical activity. Hence, it is extremely important to check what we eat. Parle Digestive Marie is a good substitute to the unhealthy snacks which we unknowingly consume.”
AD Agencies
Havas Media Network India bags integrated media mandate for Aakash Educational Services Limited
PivotRoots and Arena Media to drive 360° strategy for student outreach
NEW DELHI: Havas Media Network India has secured the integrated media mandate for Aakash Educational Services Limited, following a competitive multi-agency pitch, signalling a fresh push by the education major to sharpen its reach among students nationwide.
The mandate will be jointly handled by PivotRoots and Arena Media, both part of the Havas network. Together, they will roll out a full-spectrum media strategy designed to boost AESL’s visibility across digital and traditional platforms.
At the heart of the partnership lies a simple idea: making the brand not just seen, but sought after. The agencies will blend data, technology and creative storytelling to craft campaigns that resonate with students and parents navigating an increasingly digital-first education landscape.
Aakash Educational Services Limited SVP marketing Kanika Kumar Nijhawan said, “At Aakash, we believe success is built through a structured, long-term and data-driven approach. As we expand across the country, adopting a more integrated approach to media is essential. This partnership marks a significant step towards building stronger connections with our audiences.”
Under the arrangement, PivotRoots will spearhead digital and performance marketing, covering social media, influencer collaborations and data-led optimisation. Meanwhile, Arena Media will focus on traditional channels including print, television, radio, cinema and outdoor advertising, ensuring consistent messaging across touchpoints.
Havas Media Network India chief executive officer Mohit Joshi said, “Delivering for a powerhouse like AESL requires both scale and precision. By combining Arena Media and PivotRoots, we are deploying our Converged.AI platform to create a 360-degree strategy that drives engagement, conversions and long-term growth.”
Echoing the sentiment, PivotRoots founder and chief executive officer Shibu Shivanandan added that the collaboration would focus on building “impactful, full-funnel experiences” powered by deep analytics and performance-led marketing.
With a strong legacy in coaching for medical and engineering entrance exams, AESL is now doubling down on integrated media to stay ahead in a crowded, fast-evolving education market. The partnership with Havas signals a clear intent: to turn visibility into meaningful engagement and, ultimately, student success.
