Radikal Rice hands MEC India digital mandate

Radikal Rice, a manufacturer and supplier of premium basmati rice, has announced the appointment of MEC India (Interaction) as its digital AoR. The agency won the account following a multi-agency pitch, informed an agency statement. Radikal Rice had recently appointed Madison India’s Platinum to handle the media planning and buying mandate, while McCann Worldgroup’s TAG was appointed in August 2012 to handle creative duties.

Ritesh Singh, head, MEC Interaction, said, “We are delighted to be appointed the digital AoR for Radikal Rice and have some exciting things planned for the brand. This win reiterates MEC’s street creds when it comes to full-service, cutting-edge digital capabilities”.

On the need for a digital AoR for the brand, Siddharth Chaudhary, managing director, Radikal Rice, said, “Keeping in view with the way the digital wave is embracing all walks of life for our consumers, we needed to lay emphasis on engagement and activation. That is the reason we have a full-fledged Digital AoR arrangement with MEC Interaction. What appealed to us about them was the innovative and inventive approach to reaching out to digital audiences across different platforms.”

Radikal Rice has presence across Asia, Middle East, Europe, America, Australia and Africa, and distributes over 10 varieties of basmati rice.