India Gate Basmati Rice assigns creative and digital duties to MullenLowe Lintas Group

Lowe Lintas Delhi will handle the creative services for the brand, while LinTeractive will work towards offering core digital capabilities.

MullenLowe Lintas Group has won the creative and digital services of India Gate Basmati Rice, a rice brand. As part of the mandate win, Lowe Lintas Delhi will handle the creative services for the brand, while LinTeractive will work towards offering core digital capabilities for the same.

The multi-agency pitch saw participation from a host of agencies where the Delhi offices of Lowe Lintas and LinTeractive were awarded the mandate for offering the client an effective creative approach that would lead to high return on investment (ROI) for the brand, says the agency in a press release. The communication work for the brand is already underway, and would be unveiled across all popular online and offline platforms soon.

Commenting on the association with the two divisions of MullenLowe Lintas Group, Ayush Gupta, marketing head, KRBL Limited says, "We have decided to associate ourselves with Lowe Lintas Delhi which is currently the top creative agency in the world as per WARC 2016, and also LinTeractive as we saw immense promise in their plan for our brand. Our decision was based on the agency's reputation for delivering the highest ROI to its clients with their creative effectiveness and problem-solving attitude. We are confident that India Gate Basmati Rice will become a household name in the coming months, and be a highly preferred option for consumers throughout the country."

On winning the new mandate, Naveen Gaur, president, Lowe Lintas Delhi adds, "Rice consumption seems to be a popular trait that most consumers enjoy in the country. The penchant for consuming good quality rice goes a notch higher when it is a premium category like Basmati. The task becomes easy when you have a brand that works towards delivering on its promise of offering high quality rice. India Gate Basmati Rice is a known and established name in the category, and our responsibility would be to further the cause of it being a favourite and popular choice of all Indians. We are excited with the core idea that we have drawn up for the brand and hope to see it scale even greater heights going forward."

Sumanta Ganguly, executive vice-president (EVP),LinTeractive proffers,"We are excited with the task of building a premium rice brand amongst the next generation users, and deploy our platformic thinking to change existing category codes. We believe it's a great opportunity to use content as a key differentiator to deliver consistent engagement in today's ever trending digital media environment."

India Gate Basmati Rice is part of KRBL Limited, which is a 120-year-old firm dealing in branded basmati rice.

MullenLowe Lintas Group claims to be one of the largest country operations of the MullenLowe Group part of the Interpublic Group of Companies. It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), public relations (PR) (GolinOpinion), brand consulting (LinConsult), experiential marketing and activation (LinEngage), video content (LinProductions) and digital marketing (LinTeractive).

Lowe Lintas is a creative agency offering from MullenLowe Lintas Group, India. Headquartered in Mumbai, it has offices in Ahmedabad, Bengaluru, Chennai, Hyderabad, Kolkata, New Delhi (NCR) and Pune. Its clientele in India and the Asia Pacific includes Hindustan Unilever Limited (HUL), for which the agency handles 21 brands, Axis Bank, Britannia, Dabur, Flipkart, FreeCharge, Google, Idea Cellular, MRF, OLX, and Tanishq among others.