Mumbai: MullenLowe Lintas Group has been mandated to offer its creative and digital services to India’s leading rice brand, India Gate Basmati Rice. While Lowe Lintas Delhi will handle the creative services for the brand, LinTeractive will work towards offering core digital capabilities.
The multi-agency pitch saw participation from a host of agencies who were edged out by the Delhi offices of Lowe Lintas & LinTeractive for their conviction of offering the client an effective creative approach that would lead to high ROI for the brand. The duo would work towards making India Gate Basmati a household name that all can count on and consume with pride.
India Gate Basmati Rice is part of KRBL Limited, which is a 120-year-old firm dealing in branded basmati rice. What makes KRBL stand apart is that it is the only company with one of the largest, fully integrated rice mill in the world.
Commenting on the association with the two divisions of MullenLowe Lintas Group, Ayush Gupta, Marketing Head, KRBL Limited said: “We have decided to associate ourselves with Lowe Lintas Delhi, which is currently the top creative agency in the world as per WARC 2016, and also LinTeractive as we saw immense promise in their plan for our brand. Our decision was based on the agency’s reputation for delivering the highest ROI to its clients with their creative effectiveness and problem-solving attitude. We are confident that India Gate Basmati Rice will become a household name in the coming months and be a highly preferred option for consumers throughout the country.”
India Gate Basmati Rice is the flagship brand of KRBL, and is the leading basmati rice brand globally. The secret behind its success is its ageing factor. The rice is aged for a minimum period of two years, which enhances the physical attributes of the product as well as the final product, served on the plate. IGBR enjoys the highest recall value amongst its customers, which largely happens to be women from the age bracket of 22 to 45+ years.
On winning the new mandate, Naveen Gaur, President, Lowe Lintas Delhi said: “Rice consumption seems to be a popular trait that most consumers enjoy in the country. The penchant for consuming good quality rice goes a notch higher when it is a premium category like Basmati. The task becomes easy when you have a brand that works towards delivering on its promise of offering high quality rice. India Gate Basmati Rice is a known and established name in the category and our responsibility would be to further the cause of it being a favourite and popular choice of all Indians. We are excited with the core idea that we have drawn up for the brand and hope to see it scale even greater heights going forward.”
Adding his views, Sumanta Ganguly, EVP-LinTeractive said, “We are excited with the task of building a premium rice brand amongst the next generation users and deploy our platformic thinking to change existing category codes. We believe it’s a great opportunity to use content as a key differentiator to deliver consistent engagement in today’s ever trending digital media environment.”
The communication work for the brand is already underway and would be unveiled across all popular online and offline platforms soon.