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Contract wins Amira Pure Foods mandate

The agency will handle the business from its Delhi office. The development comes close on the heels of the Tata Docomo and Paytm wins

BestMediaInfo Bureau | Mumbai | April 14, 2014

Amira-Basmati-RiceClose on the heels on winning the creative mandate for Tata Docomo and Paytm, Contract Advertising will now handle the creative responsibilities for Amira Pure Foods.

Contract that won the business on the basis of its strong credentials and talent will handle the business from the agency’s Delhi office. The campaign will be spread across all spheres including TV, Print, Radio, and Digital media.

Confirming the appointment of Contract as their new agency, Karan A Chanana, Amira Group’s Chairman and CEO, said, “We are extremely happy to announce the appointment of Contract as our new creative partner. Contract has a reputation of building memorable brands. We want Amira to become a leading and the most preferred food brand in India in the next 18 months. We felt that Contract understood our imperatives and sees an opportunity to create yet another memorable brand. We look forward to having a long, productive and professional association with Contract.”

Rana Barua Rana Barua

Rana Barua, CEO of Contract Advertising, said, “It was an honour to get the business on the basis of our credentials and Amira’s faith in our team. Amira is a global leader in packaged rice and it is exciting for us to build the brand within a category that has a strong legacy of established brands.”

Ashish Chakravarty Ashish Chakravarty

“The fact that Amira has shown great faith in us as an agency puts a huge responsibility on our shoulders to create some exciting communication and lay the foundation of an exciting brand. The challenge for us is to not just create a new brand but also develop a unique creative language for Amira in the foods business,” said Ashish Chakravarty, National Creative Director, Contract.

While Amira was considering other agencies as well, the business comes on the basis of the agency’s strong credentials. Contract has a legacy of longstanding relationships – more than two decades of creating brands like Shoppers Stop and NIIT; and over 10 years of partnering brands like Dominos, Dabur, Cadbury and Asian Paints.

Contract’s Delhi office has been buzzing with a great team and exciting work. On the back of the recent wins of Tata Docomo and Paytm, the team has been extremely confident in taking on newer challenges.

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