MEC wins Radikal Rice digital AOR

The agency won the account following a multi-agency pitch with Madison, Carat and ZenithOptimedia also in the fray

BestMediaInfo Bureau | Delhi | December 13, 2012

MEC has bagged 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.

Radikal is a leading manufacturer and supplier of premium basmati rice and has a massive presence across Asia, Middle East, Europe, America, Australia and Africa. Radikal has over ten varieties of basmati rice and is widely available across India.

Ritesh Singh, Head of 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.”

Siddharth Chaudhary, Managing Director, 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.”

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