CreativeMUD wins social and digital mandate for Golden Grain

CreativeMUD, an integrated creative and digital agency, has won the social and digital mandate for Golden Grain, the rice brand from DDI. The mandate will see CreativeMUD take charge of Golden Grain’s social media and digital communication, with a focus on building a distinctive and consistent digital presence for the brand.

Golden Grain has a portfolio spanning multiple rice offerings, including Premium, Classic, XXXL, Golden Sella, Kismet, Zaykaa and Mahreen. With the brand catering to different consumption occasions and preferences, the partnership will focus on bringing greater coherence to its digital storytelling while creating content that is relevant to contemporary audiences.

Commenting on the appointment, Anoop Dass, CEO, CreativeMUD, said, “Golden Grain presents an interesting opportunity to build a digital narrative around a category that is deeply embedded in everyday life. Our approach will be to understand the brand, its consumers and the category before translating that understanding into communication. We want the work to be simple, distinctive and rooted in a clear brand thought rather than creating content for the sake of being present on social media.”

The mandate will encompass Golden Grain’s social media strategy, content and creative development, digital communication and campaign-led initiatives. CreativeMUD will leverage its experience across brand strategy, advertising, digital marketing, social media, film and motion to develop communication for the brand. The agency’s portfolio includes work across consumer-facing categories, including food and FMCG brands.

Amrendra Kumar, Marketing Head, DDI, said, “Digital has become an important part of how brands build familiarity and relevance with consumers. With CreativeMUD, we are looking to bring a sharper creative approach to Golden Grain’s digital presence. The agency’s understanding of creative communication and digital platforms will help us explore new ways of presenting the brand and its portfolio to consumers.”

For CreativeMUD, the mandate further strengthens its work across consumer and FMCG categories. The agency works across advertising, branding, digital marketing, website development, film and motion and photography, with an approach that it describes as bringing strategy and creative thinking together to arrive at a clear brand idea.

The partnership marks the beginning of a new phase in Golden Grain’s digital communication, with CreativeMUD set to develop the brand’s social and digital presence through a combination of strategic thinking, creative storytelling and platform-led content.