MUMBAI – After showing an understanding of the company’s vision, Grey Group India has won the creative duties of Parakh Agro Industries Limited, the leading Indian manufacturers of FMCG commodities, besting other leading advertising agencies.
“The team at GREY has worked hard to win this role and with them on board, we are excited and confident about winning hearts for our brand SAMRAT around the nation,” said Mr. Prakash Parakh, Chairman, Parakh Agro.
Formerly known as Parakh Foods, Parakh Agro is known for manufacturing a range of staples including atta, besan, maida, raw and sooji under the Samrat brand name. The company is also behind Gemini Oil, the highest selling edible oil, now owned by Cargil Foods.
This move is part of the company’s plan to expand its distribution, taking the brand nationally while remaining strong in the Central and Western States.
“Staples are a hugely challenging category. Branded staples consist of just 2% of the entire universe. The challenge for us is to wean people away from traditional chakkiwallas and unbranded staples sold by neighbourhood kiranas. GREY’s communication will target just doing that in its ‘famously effective’ way,” said Vineet Singh, Vice President & Client Services Director, Grey Group.
