MullenLowe Lintas Group's Lowe Lintas has bagged the creative duties for India Gate Basmati Rice, while LinTeractive will handle digital duties.
The account was won following a multi-agency pitch and will be managed by the agency's Delhi office.
Ayush Gupta, marketing head, KRBL, 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.”
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.”
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.”
India Gate Basmati Rice is the flagship brand under KRBL,a 120-year old company dealing in branded basmati rice. A campaign is in the works.