YAAP Wins Parle Candy Culture — Integrated Creative & Media for Kismi to Mango Bite
After a multi-agency pitch, YAAP takes Parle Products’ digital-first confectionery platform — social, creators, content and media buying under one roof
Mumbai, September 2026: YAAP Digital has been appointed Digital & Media Partner for Parle Candy Culture, Parle Products’ digital-first confectionery platform, following a competitive multi-agency pitch. The integrated creative and media mandate covers the nostalgia shelf India grew up on — 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.
Under the brief, YAAP will run digital communication, content creation, social management, influencer collaborations, and media planning and buying. The plan mixes always-on storytelling with topical and festive bursts, creator-led conversations and performance media — aimed at deepening engagement while stretching reach beyond the core candy fans who already live the nostalgia.
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.”
Manan Kapur, Senior Partner at YAAP, said: “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.” YAAP says it will lean on data and AI-powered insights alongside culture-led storytelling to keep Gen Z and Gen Alpha in the chat without flattening the brands’ memory equity.
Marketing take
Legacy candy doesn’t need a recipe rewrite — it needs a contemporary voice that still tastes like childhood. Handing social, creators and media to one shop is Parle’s bet that nostalgia plus performance can share the same cart.
