Parle Candy Culture has appointed Yaap Digital as its digital and media partner following a multi-agency pitch.

Yaap has secured the integrated creative and media mandate for Parle Products’ digital-first confectionery platform, which brings together 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.

Under the mandate, Yaap will handle digital communication, content creation, social media management, influencer collaborations, and media planning and buying. 

The agency will also work on topical and festive campaigns, creator-led content and ongoing social media initiatives.

Parle Candy Culture has built its digital presence around the nostalgia associated with Parle’s candy brands. The partnership will focus on developing content and campaigns for audiences across digital platforms.

Yaap will also use data and AI-led insights to inform content and media decisions as part of the mandate.

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 behaviour make them the right partner for this journey. We look forward to creating engaging campaigns that strengthen our connection with consumers across generations."

Manan Kapur, senior partner, Yaap, added, "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."