Speaking to afaqs!, Anil K Nair, managing partner, Digital Law & Kenneth says, "We will look after the overall digital media strategy and will be responsible for conceptualisation and development of the creative aspects of online advertising." However, online media buying will not be handled by Digital Law & Kenneth.
With this move, the company is trying to tap growing mediums, such as mobile, gaming and social media for its leading brands in various categories.
There are plans to carry out internet marketing - display and search advertising, social media marketing and online gaming - on a consistent basis, in order to strengthen and promote the presence of Parle Products' brands online. "Earlier, Parle used to carry out online marketing campaigns on a sporadic basis," claims Nair.
In an official communiqué, Pravin Kulkarnii, general manager, marketing, Parle Products says, "We will be increasing our focus on digital marketing. Parle will use all kinds of digital marketing formats to boost the visibility of the brand. The digital market is growing rapidly in India and the awareness level is quite high, especially in metros, mini-metros and tier I cities. It is the medium youth are engaged intensively in; and kids have also got into this media increasingly. So, we would like to make the most of it. Law & Kenneth has understood the mandate for our portfolio of brands. We will also launch the first digital campaign soon
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