Contract to handle Amira Pure Foods' creative duties

Following a multi-agency pitch, Contract has bagged the creative duties for Amira Pure Foods. The account will be handled by Contract's Delhi office and a 360 degree campaign will be released soon, informed an agency statement.

 

Dubai-headquartered Amira Pure Foods sells products including rice, snacks and oils, with the flagship being Amira brand of basmati rice that it sells in over 40 countries.

 

Karan A Chanana, chairman and CEO, Amira Group, 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, CEO, 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, NCD, Contract India, added, "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."