The remit comes on top of the buying account, which has been with the agency since November 2001.
"The decision to award the media planning assignment to us is recognition of our good work," said Divya Gupta, MEC president.
The business moved without a pitch.
Prior to the consolidation, Parle's planning was handled by its four creative agencies -- Grey Global Group, Ogilvy & Mather, Everest, and Zenith.
MEC will now handle media duties for 10 biscuit and four confectionery brands, with one brand from each category still remaining with Zenith.
The size of the business is estimated to be US$15.4 million annually, and includes flagship brands such as Parle G, whose claim to be the world's largest selling biscuit brand is endorsed by the US-based Bakery Manufacturers Association. Apart from Parle G, which is a low-priced glucose biscuit, Parle markets popular brands such as savoury biscuits Monaco, Cheeselings and Krack Jack, and has recently launched a chocolate-chip biscuit called Hide n Seek.
Parle's planning job shifts to MEC without a review
Parle Products, one of the biggest manufacturers of biscuits in India, has expanded its relationship with MEC, handing media planning duties for all its major brands to the agency as well.