Radikal Overseas, a Delhi based business conglomerate has chosen McCann Worldgroup’s TAG as its creative partner to handle duties for its rice brand Radikal Rice. The win comes on the back of a multi-agency pitch that was held in Delhi, where most of the leading agencies had taken part.
Sources close to the development have confirmed the news to exchange4media, though no official confirmation could be obtained at the time of filing the report. The size of the business is said to be substantial though exact figures could not be obtained.
The group, which is a recognised name in the food sector for providing premium quality basmati rice to global markets, is believed to be foraying into the snacks business shortly. It could not be ascertained if TAG will be managing the new product portfolio as well.
The current portfolio of Radikal Rice includes Radikal Aqua Mist Premium Basmati Rice, Radikal Brown Premium Basmati Rice, Radikal Auric Premium Basmati Rice, Radikal Morvarid Premium Basmati Rice and Radikal Pristine Premium Basmati Rice.