Contract bags creative mandate for Amira Pure Foods

Close on the heels on winning the creative mandate for Tata Docomo and Paytm, Contract will now handle the creative responsibilities for Amira Pure Foods Private Limited.

Confirming the appointment of Contract as their new agency, Karan A. Chanana, Amira Group’s Chairman and Chief Executive Officersaid, “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.”

Contract that won the business on the basis of its strong credentials and talent will handle the business from the agency’s Delhi office. The campaign will be spread across all spheres including TV, Print, Radio, and Digital media.

Announcing the win, 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.”

“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,” said Ashish Chakravarty, National Creative Director, Contract India.

While Amira, was considering other agencies as well, the business comes on the basis of the agency’s strong credentials. Contract has a legacy of long standing relationships – more than two decades of creating brands like Shoppers Stop and NIIT; and over 10 years of partnering brands like Dominos, Dabur, Cadbury and Asian Paints.