MEC bags the digital mandate for Radikal Rice!

Media and planning agency and a founding partner of Group M, MEC has announced that it has bagged the digital mandate for Radikal Rice following a multi-agency pitch. Radikal is one of the leading manufacturers and suppliers of premium basmati rice and has a massive presence across Asia, Middle East, Europe, America, Australia and Africa. Radikal has over 10 varieties of basmati rice and is widely available across India.

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”.

Commenting on the win, Siddharth Chaudhary , MD, Radikal 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”

This win comes close on the heels of MEC winning the Britannia business in Bangalore.