Agency Mixed Route Juice has bagged the digital and social media mandate of GRM Overseas’ domestic subsidiary, GRM Foodkraft, a consumer staples company.
GRM Overseas, which was primarily into exports of rice products, entered the domestic market in December 2020. GRM Foodkraft which has Shakti atta in its fold, is set to expand its portfolio to include edible oils, spices and other products, Hindu BusinessLine reported in July 2023.
The account was won following a multi-agency pitch and will be handled by the agency’s Gurgaon office. The mandate covers the entire GRM Foodkraft product portfolio, informed an official statement.
Amrita Sharma, Co-founder and Creative Head, Mixed Route Juice, said, “We at Mixed Route Juice, are extremely enthused to be collaborating with one of the market leaders in FMCG food sector. With a clear understanding of the brand’s priorities, we are conscious of our role as strategic partners and intend to use our vast experience and expertise to implement creative, disruptive and strong social and digital campaigns that will help GRM Foodkraft elevate their brand reputation and engagement multi folds in the ever-competitive market.”
Atul Garg, Managing Director, GRM Overseas, said, “We are excited about our new strategic partnership with Mixed Route Juice. GRM Foodkraft is the biggest growing company in the segment globally and we are relying highly on the firm’s experience and expertise to help us strengthen our brand visibility and market position further. MRJ is a young and dynamic agency, we believe they will give a vibrant approach to the brand’s content and messaging.”
Mixed Route Juice (MRJ) is a boutique content and social agency into its seventh year of operations.
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