NEW DELHI : MediaCom India, a GroupM owned media agency, on Monday said it has won the media mandate of homegrown beverage firm Parle Agro following a multi-agency pitch that lasted for over three months.

As the full form agency on record for Parle Agro in India, MediaCom will be responsible for the media strategy, planning, buying and implementation for all media including its key brands – Frooti, Appy and Appy Fizz in India. The mandate is for the Indian sub-continent with a total media value of Rs. 200 crores.

“As Parle Agro gears up for the next level of growth, our strategic partnership with MediaCom will help drive our aggressive targets through innovative and disruptive media strategies," said Nadia Chauhan, joint managing director and CMO, Parle Agro.

The account will be managed and supervised from MediaCom Mumbai office starting December. The incumbent agency on the account is OMD India.

"… what makes this partnership even more exciting is that pursuing growth is our primary target, which calls for an extremely dynamic association. We are looking forward to creating an unmatched brand experience for our consumers," said Navin Khemka, chief executive, MediaCom South Asia.

Headquartered in Mumbai, Parle Agro is the largest Indian beverage company; harnessing the abilities of more than 5000 employees, 81 manufacturing facilities, and more than 5,000 channel partners and a network of more than 1.5 million outlets.

The company has developed brands such as Frooti, Appy, Appy Fizz and Bailley, amongst many others with a turnover of Rs. 5,000 crore.