Kohinoor Foods scouts for creative partner

The multi-agency pitch, which is in an initial stage, is going on in Delhi.

Kohinoor Foods is on the lookout for a creative partner. The multi-agency pitch, which is in an initial stage, is going on in Delhi.

Reliable sources in the industry have confirmed the development to afaqs! on ground of anonymity.

It is learnt that the company has called the creative pitch for all its food businesses, including its rice brand and convenience food brands such as ready-to-eat, heat-and-eat, readymade gravies, pickles, sauces and pastes.

While the current pitch process is only restricted to creative, in future, the brand may also initiate a hunt for the media planning and buying business.

Earlier, the creative and media businesses were being handled by Crayons Advertising. The agency had been handling the brand for the past 12 years. However, in between, for a short while in 2005, the company had awarded the creative duties for convenience food brands to Everest Brand Solutions.

For the record, established in 1989, Kohinoor Foods deals with a wide assortment of food items including basmati rice, ready-to-eat, cook-in sauces, cooking paste, spices, seasoning and frozen foods. The company has presence in various countries including Canada, Australia, New Zealand, the UK, West Asia and Southeast Asian countries.