Radikal Rice awards digital mandate to MEC Interaction

The business was awarded after a multi-agency pitch.

Close on the heels of appointing Madison Media to handle media buying, Radikal Rice, manufacturer and supplier of premium basmati rice, has awarded its digital mandate to GroupM's MEC India. The account will be handled by MEC Interaction.

The agency won the account following a multi-agency pitch that was called over a month ago. Other agencies in the fray for the business included Madison, Carat Media and ZenithOptimedia.

For MEC, the win comes soon after being awarded the media mandate for Britannia Industries.

Siddharth Chaudhary, managing director, Radikal Overseas stresses that digital will form an integral part of Radikal Rice's communication plan.

"In view of 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," he says.

According to Chaudhary, MEC Interaction's innovative and inventive approach to reach out to the digital audience across different platforms was most impressive, and helped the agency to bag the account.

In a press statement, Ritesh Singh, head, MEC Interaction, says, "This win reiterates MEC's street credentials when it comes to full-service, cutting-edge digital capabilities."

With the mandate to handle the 360-degree digital communication needs of the brand, MEC Interaction's task ahead includes website design and social media management; the latter, Singh says, is already underway, while the rest shall unfold gradually.