MxMIndia

Tag: Parakh Agro

  • The TVC will enable Samrat to effectively reach out to diversified consumers across the country

    Grey unveils new campaign for Samrat Atta

    By A Correspondent

     

    Samrat Atta has unveiled its new campaign that amplifies how the ritual of breaking bread together can tide over several differences in our society. Whether it’s the difference between different social classes, between bosses and subordinates or between English medium colleagues and those from Hindi medium.

     

    Elaborating the insight and the strategy, Dheeraj Sinha, Chief Strategy Officer, GREY South & South East Asia said, “Culturally, food is the greatest binder of people. The ritual of breaking bread together is prominent in all faiths. Muslims have the ritual of breaking fast together during Ramadaan. Similarly, in northern India we have the concept of Sanjha Chulha, which means community cooking. These rituals of breaking bread together have been designed to keep communities intact. With growing fractions in our society today, it’s only pertinent that we remind ourselves of the importance of communities living together. It just so happens that bread and atta (flour) sits at the heart of this. This is an attempt by the brand to rekindle and celebrate the symbolic act of breaking bread and building connections.”

     

    Suresh Parakh, Managing Director, Parakh Agro, said “Food brings people together not only at home but also at our schools, colleges, workplaces and most public areas one can think of in India. Communicating this broad yet unique thought was a challenge as it had never been done in this category. However, the script presented to us by GREY, instantly helped us gain confidence in this thought. Furthermore the TVC artistically directed by Manoj Tapadia made us believe this campaign will help Samrat touch hearts around the country just as it touched ours. We have increased our distribution network across various states in northern and southern India and this TVC will enable us to effectively reach out to our diversified consumers across the country.”

     

  • The company is famous for being the creators of India's highest selling edible oil, Gemini Oil which was sold to Cargil Foods in 2007

    Grey wins creative duties of Parakh Agro

    By A Correspondent

     

    Parakh Agro Industries Limited, (formerly known as Parakh Foods) has assigned GREY group India to handle its creative duties, across advertising, digital solutions, retail design and activation. The agency won the business in a multi-agency pitch process which involved participation of leading advertising agencies.

     

    Parakh Agro Industries Limited which was formerly known as Parakh Foods, manufactures a range of staples such as atta, besan, maida, rawa, and sooji under the Samrat brand name. The company is famous for being the creators of India’s highest selling edible oil, Gemini Oil which was sold to Cargil Foods in 2007.

     

    While they are strongest with high tech plants located in Central and Western States, they are looking at expanding its distribution and taking the brand national. Commenting on the development, Mayank Parakh, Joint Director at Parakh Agro says “At Parakh Agro we are passionate about providing goodness from traditionally consumed staples to the colossal Indian market through the most advanced hygienic processes. Looking for the right strategic and creative partner was a challenge as we had to filter down to the agency that understands our vision and hence build ideas from its core. 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”.

     

    As the company is headquartered in Pune, the agency’s Mumbai office will handle the account. Vineet Singh, Vice President – Client Services Director said, “GREY is privileged to work with one of India’s finest , “ Made In India ‘ brands. 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. GREYs communication will target just doing that in its ‘famously effective’ way.