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, âWe are delighted to be appointed the digital AOR for Radikal Rice and have some exciting things planned for the brand. This win reiterates MECâs street creds when it comes to full-service, cutting-edge digital capabilities.â
SiddharthÂ Chaudhary, Managing Director, Radikal, said,Â âKeeping in view with theÂ way theÂ digitalÂ wave is embracingÂ all walks of life for our consumers, weÂ needed toÂ layÂ emphasis onÂ engagement andÂ Â activation. ThatÂ is the reason we haveÂ a full-fledgedÂ digital AORÂ arrangement with MEC Interaction. WhatÂ appealed to us about themÂ was the innovativeÂ and inventive approachÂ toÂ reaching outÂ toÂ digitalÂ audiences across different platforms.â