Mumbai, September 8, 2026: YAAP Digital Private Limited has added Parle Candy Culture to its client portfolio after winning an integrated mandate through a competitive multi-agency pitch. The agency will serve as the platform’s Digital & Media Partner, taking responsibility for its digital creative, content, social media and media initiatives.
Parle Candy Culture is the digital-first confectionery platform from Parle Products, bringing together a wide range of its established 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 been built around the familiarity and nostalgia attached to Parle’s confectionery brands. With YAAP taking over the mandate, the focus will now be on translating that legacy into content and digital experiences that are relevant to today’s consumers, particularly audiences who engage with brands through social platforms and creator communities.
YAAP’s responsibilities will extend across social media strategy, digital communication, content production, influencer marketing, media planning and media buying. Rather than limiting the engagement to individual campaigns, the agency will work towards creating an ongoing digital presence for Candy Culture.
The content strategy is expected to include topical conversations, creator-led initiatives, festive opportunities and always-on storytelling, supported by performance-led media planning. The approach will aim to maintain the emotional familiarity of Parle’s candy brands while creating new reasons for consumers to engage with them online.
The agency will also bring its focus on data, AI-led insights and cultural intelligence to the account. These capabilities will be used to identify relevant consumer behaviours and cultural trends and translate them into digital communication that can generate both engagement and broader brand visibility.
For Parle Candy Culture, the partnership comes at a time when traditional FMCG brands are increasingly using digital platforms to build continuous relationships with consumers. The challenge for the brand is to retain the nostalgic equity of its confectionery portfolio while presenting it in formats that feel natural to newer generations of digital consumers.
Mayank Shah, Vice President, Parle Products, said, “Parle Candy Culture has always been about celebrating the timeless love consumers have for our iconic confectionery brands while staying relevant in today’s digital-first world. As we continue to evolve our digital presence, we were looking for a partner who could seamlessly blend creativity with strategic media thinking. YAAP’s integrated approach, digital expertise, and understanding of modern consumer behavior make them the right partner for this journey. We look forward to creating engaging campaigns that strengthen our connection with consumers across generations.”
From YAAP’s perspective, the account adds another established consumer brand to its expanding FMCG business. Manan Kapur, Senior Partner, YAAP, said the agency intends to bring together creativity, content, creators and media to develop work that can participate in cultural conversations while remaining focused on performance.
“Parle is one of India’s most iconic and loved brands, with a confectionery portfolio that has created memories across generations. We are excited to partner with Parle Candy Culture and bring together creativity, content, creators and media to build conversations that are both culturally relevant and performance driven. At YAAP, our focus will be on crafting impactful storytelling backed by data and AI-powered insights, helping the brand deepen consumer engagement while continuing to build its digital legacy,” Kapur said.
The new mandate further expands YAAP’s presence in the FMCG category and underlines its integrated approach to digital marketing, bringing creative strategy, content, technology and media under a single mandate. For Parle Candy Culture, the partnership is aimed at taking the familiarity of its legacy confectionery brands into newer digital conversations and strengthening its relevance among the next generation of consumers.