News & Press Releases

Experience Commerce Wins Social & Media Mandate for Parle Candy Culture, Strengthening Digital-First Engagement

Experience Commerce to Elevate Parle Candy Culture’s Digital Presence with Engaging Content and Targeted Media

Mumbai, March 11, 2025: Experience Commerce, an integrated marketing agency within the Cheil Network, has been appointed as the official digital partner for Parle Candy Culture, reinforcing its expertise in FMCG-focused digital storytelling. The agency has secured the annual social media marketing and media planning & buying mandate for Parle Candy Culture (Parle’s Confectionery Offerings) following a competitive multi-agency pitch.

Experience Commerce (EC) has further solidified its reputation in digital marketing, particularly in the FMCG sector, by winning the mandate for Parle Candy Culture. Launched in 2020 as a digital-first initiative, Parle Candy Culture connects consumers with Parle’s iconic confectionery brands, including Melody, Kismi, Londonderry, Mango Bite, Orange Bite, Mazelo, Poppins, Rol-a-Cola, 2 in 1 Éclair, and Kapi Candy. Having successfully built an engaged online community, the brand now aims to enhance its consumer connection through immersive and innovative digital storytelling.

As the agency leading this initiative, Experience Commerce will drive the strategic development and execution of Parle Candy Culture’s content and media strategy. This includes always-on social media management, product storytelling, festive campaigns, and real-time moment marketing. Additionally, the agency will enhance YouTube discoverability through SEO-driven strategies, crafting high-quality, engaging content to strengthen brand affinity.

By leveraging precision-targeted media strategies, Experience Commerce will maximize campaign reach and efficiency, driving efficient, high-impact campaigns that will ensure optimal reach and minimal spillover. The agency will also spearhead high-impact influencer and celebrity collaborations to amplify brand conversations and extend consumer reach.

Mayank Shah - Vice President, Parle Products, said – "Parle Candy Culture is a digital-first initiative, and we needed a partner with strong expertise in digital marketing. With Experience Commerce, we have found the perfect collaborator—one that understands our vision and aligns with our objectives. We are excited to create content that truly connects with our audience and drives meaningful engagement. We look forward to the creativity and strategic value that EC brings in strengthening Parle’s legacy in the digital space."

Speaking on the win, Bhawana Daga, Vice President - Growth at Experience Commerce, stated "Parle Products is a cherished and beloved brand with deep-rooted nostalgia among Indian consumers. We are thrilled to take on this mandate and look forward to crafting compelling digital narratives that enhance the brand’s connection with its audience. Our unique blend of data-driven insights, creative excellence, and precision media planning will ensure that Parle Candy Culture remains a leader in the confectionery space’s digital ecosystem."

With over 17 years of expertise in crafting award-winning digital campaigns, Experience Commerce continues to set new benchmarks in brand engagement for the digital age. With this partnership, Experience Commerce is set to redefine how confectionery brands connect with digital audiences. Stay tuned for engaging campaigns that celebrate India’s love for iconic candies in fresh, immersive ways.

For more information, visit - www.experiencecommerce.com

About Parle:
Since 1929, Parle has grown to become India's leading manufacturer of biscuits, snacks and confectionery. As the makers of the world's largest selling biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolizes quality, nutrition and superior taste.
An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. It has made it a tradition to deliver both health and taste, with a value-for-money positioning that allows people from all classes and age groups to enjoy Parle products to the fullest.

With a reach spanning the remotest villages of India and major cities across the world, the House of Parle has become synonymous with trust, globally.

Website: http://www.parleproducts.com/

About Experience Commerce:
Experience Commerce (EC); a Cheil company is a full-service digital-native agency that combines content, technology, and strategy to drive up commerce for brands. With a techno-creative DNA, Experience Commerce specializes in creating intelligent, creative, and interactive digital assets that help drive revenue for Fortune 500 companies.

EC has been a part of the Cheil Worldwide group since 2019, powering the network’s digital capabilities with cutting-edge technological prowess and setting new benchmarks in digital business. EC has its content production arm – CYLNDR INDIA, which is a platform, medium, and agency agnostic powerhouse for Brands, Content creators, and advertisers. It provides end-to-end production, post-production, and new-age content for the virtual world & web 3.0, while empowering brands to accomplish more through creative and in-vogue content that aligns with their present & future communication goals.

One of the top 5 advertising agency networks in the country, Cheil India serves as the regional HQ for the revered Cheil Worldwide Network in South-West Asia. It provides some of the world’s most respected brands with truly integrated marketing solutions which are backed by its world-class capabilities across ATL, Digital, Brand Activation and Retail Marketing. Cheil India has won big at major international awards including Cannes Lions, CLIOs, Spikes and others. 

For more information, visit - www.experiencecommerce.com / www.cylndr.in