MEC India has been assigned the digital mandate for Radikal Rice following a multi-agency pitch. Madison, Carat and ZenithOptimedia were the other agencies that had pitched for the business. This win comes close on the heels of MEC winning the Britannia business in Bangalore.
On awarding the business to MEC, Siddharth Chaudhary, MD, Radikal said, “Keeping in view with the way the digital wave is embracing all walks of life for our consumers, we needed to lay emphasis on engagement and activation. That is the reason we have a full-fledged digital AOR arrangement with MEC Interaction. What appealed to us about them was the innovative and inventive approach to reaching out to digital audiences across different platforms.”
Reacting to the win, Ritesh Singh, Head – MEC Interaction said, “We are delighted to be appointed the digital AOR for Radikal Rice and have some exciting things planned for the brand. This win reiterates MEC’s street creds when it comes to full-service, cutting-edge digital capabilities.”
Radikal is one of the leading manufacturers and suppliers of premium basmati rice and has presence across Asia, the Middle East, Europe, America, Australia and Africa. Radikal has over 10 varieties of basmati rice and is widely available across India. It may be recalled that Madison Media had recently won the media mandate for Radikal Rice.