MUMBAI: MEC India, a media and planning agency and a founding partner of Group M, has bagged the digital mandate for Radikal Rice following a multi-agency pitch.

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

Radikal Rice has recently appointed Madison Media as their Media AoR. The media budget of the brand is estimated to be around Rs 250 million.

MEC Interaction Head Ritesh Singh said, "We are delighted to be appointed the digital AoR for Radikal Rice and have some exciting things planned for the brand."

The agency has already started working on the account. The brand has its presence on social media platforms like Facebook and Twitter. However, the agency is planning a big digital campaign roll out soon. MEC is also redesigning the official website of the brand.

The brand is expected to spend 7-10 per cent of its media budget on its digital campaigns.

Radikal MD Siddharth Chaudhary 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."

McCann Erickson is the creative AoR on the account.

Radikal is manufacturer and supplier of premium basmati rice with nutritive value.

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Madison Media is Radikal Rice’s media AoR