MAM
YAAP appointed digital and media partner for Parle Candy Culture
Agency to lead social, influencer and media strategy for Parle’s candy portfolio
MUMBAI: The candy aisle is getting a digital makeover, with YAAP picking up a sweet new account. YAAP Digital Private Limited has been appointed Digital & Media Partner for Parle Candy Culture following a competitive multi-agency pitch, giving the agency another sizeable foothold in India’s FMCG marketing space.
Parle Candy Culture is the digital-first confectionery platform of Parle Products, bringing together a portfolio of 14 candy brands, including Kismi, Mango Bite, Orange Bite, Mazelo, Poppins, Rol-a-Cola, Londonderry, 2 in 1 Éclair, Kapi Candy, Mazelo Fruit Gang, Duet, Smoothies, Fusion and Kacha Mango Bite.
The platform has built its digital identity around the nostalgia attached to Parle’s confectionery brands, but the new mandate is aimed at taking that familiarity into more contemporary consumer conversations. YAAP will work across digital communication, content creation, social media management, influencer collaborations and media planning and buying.
The agency’s remit will span always-on storytelling, topical campaigns, creator-led conversations, festive initiatives and performance-led media strategies, with the broader aim of increasing engagement and extending Candy Culture’s reach across digital channels.
The partnership also brings AI and data into the mix. YAAP plans to combine AI-powered insights and data-led decision-making with culture-focused storytelling to help the platform retain its connection with existing audiences while building stronger relationships with younger consumers.
Mayank Shah, Vice President, Parle Products, said the brand was looking for a partner capable of combining creativity with strategic media thinking as it evolves its digital presence. He added that YAAP’s integrated approach and understanding of modern consumer behaviour made it a suitable partner for the next phase.
For YAAP, the account adds another confectionery-heavy chapter to its expanding FMCG portfolio. Senior Partner Manan Kapur said the agency would bring together creativity, content, creators and media to build conversations that are culturally relevant while remaining performance-driven.
With nostalgia supplying the flavour and data bringing the numbers to the table, the partnership puts Parle’s candy brands on a digital push designed to bridge generations rather than simply revisit old favourites.
