Radikal Rice, from the Radikal Overseas stables, has called for a creative pitch, which is slated to take place later this week in Delhi, as confirmed by industry sources. McCann Erickson is currently handling the creative duties of the brand after winning the account in August 2012 on the back of a multi-agency pitch.
MEC handles the digital mandate for the account, whereas Madison India’s Platinum handles the media planning and buying mandate.
The TVC done by the agency for the brand positions it as a healthy offering.
The company, which is a grower and exporter of premium basmati rice, is said to eye a growth of around 65 per cent, which is about Rs 1,200 crore.
At present, around 80 per cent of the company’s revenues are estimated to come from its exports, while the remaining revenues come from the domestic market.
Radikal Rice has presence across Asia, the Middle East, Europe, America, Australia and Africa, and distributes over 10 varieties of basmati rice .The five variants of Radikal Rice include Aqua Mist Premium Basmati, Pristine Traditional Basmati, Apica Premium, Morvarid Premium Sella Basmati and Arctic Pink Basmati.