Digital marketing, that’s the buzz word for every marketer these days. Joining the bandwagon is none other than Parle. The company has signed Law and Kenneth as its Digital Media Agency. The move has been taken in a bid to stay ahead in the competition and make its presence felt in the online world.

Pravin Kulkarni general manager marketing, Parle products, said, “We will be increasing our focus on digital marketing. Parle will use all kinds of digital marketing formats to boost the visibility of the brand. The digital market is growing rapidly in India and the awareness level is quite high, especially in metros, mini-metros and tier I cities. It is the medium youth are engaged intensively in; and kids have also got into this media increasingly. So, we would like to make the most of it. Law & Kenneth has understood the mandate for our portfolio of brands. We will also launch the first digital campaign soon.”

Law and Kenneth would be responsible for Parle’s products like Digestive Marie, Melody, Monaco Smart chip, Hide & Seek, krackjack, and Parle G.

Anil K Nair, Managing partner for Digital Law & Kenneth also said, “We will look after the overall digital media strategy and will be responsible for conceptualization and development of the creative aspects of online advertising.”

Though Digital Law and Kenneth will take care of digital media strategy, online media buying will not be its concern.