Minority bags iChef's creative and digital mandates

Minority has bagged the creative and digital mandates for iChef.in following a multi-agency pitch. iChef is a gourmet meal portal that is backed by the Springboard Group. It currently operates in Mumbai with expansion planned to more cities in 2016.

Suraj Pombra, managing partner, Minority, said, “After a period of consolidating our wins earlier this year, this one is a triple whammy for us - a new relationship, that too a startup, and a food-tech one at that! We had a terrific pitch experience and the feeling continues as we work with one of the most collaborative and charged up clients one could ask for. Looking forward to a big story in the making. Watch this space.”

Chirag Arya, CEO and founder, iChef.in, said, “We are a new concept and therefore it is most critical for us to shape the category the right way. It was important for us to find a partner who understands the core enablers of the concept and collaborate with us at both the vision and the micro-implementation level. That is what we saw in Minority besides their energy and enthusiasm that are critical ingredients for any startup.”

Rohit Malkani, CCO, Minority, added, “This has been one of those rare pitches where we've fought internally about how much 'more' work to take to the client! From a personal foodie point of view, I've enjoyed every bit of the process. This is an exciting category with new and fabulous offerings jumping into the arena every day. iChef.in has huge ambitions and a team that matches us on enthusiasm. We are super happy to be partnering them on this journey.”