In 2015, Parle Agro placed design right at the centre of Frooti’s marketing whirlpool. It ushered in a brave new world by first roping in London-based Pentagram to give the brand its new brand/packaging identity, followed by assigning the communication duties to New York-based Sagmeister & Walsh, a design partnership between two of the biggest names in the global design world – Stefan Sagmeister and Jessica Walsh.
The studio – which now operates as &Walsh under Walsh’s sole leadership, subsequently created a refreshed identity and communication campaign for Appy Fizz. The four-year old relationship between Parle Agro and (now) &Walsh still continues strong.
I had a conversation with Nadia Chauhan, joint managing director and chief marketing officer of Parle Agro, about this long-distance relationship, the role design has played in her work, and her wish to disrupt the market next year, among other things. Edited excerpts:
Work Portfolio 