Best Foods, a leading exporter of Basmati rice in India, has roped in ZenithOptimedia (ZO) as its media planning and buying agency. The development is the result of a multi-agency pitch that saw participation from four media buying agencies in Delhi.
In an official communiqué, Aayushman Gupta, business director, Best Foods, says, "ZO's deep understanding of launching brands in India, and its holistic approach to reach all consumer touch points helped us decide upon it. I am sure it will offer a complete 360 degree solution to our market strategy."
The creative duties of Best Foods are being handled by Ogilvy Delhi.
Talking about the brief, Navin Khemka, senior vice-president, ZO, says, "We were asked to launch a rice brand in a commoditised market. In other words, we had to make a brand out of a commodity."
The campaign, which will hit the market in four-eight weeks, will focus on a 360 degree solution, and will look beyond television and print. Refusing to divulge any details, Khemka says, "We will design something with an innovative media approach."
It may be noted that in June, Best Foods unveiled its new avatar with a new logo and brand positioning, connoting 'India-ness' with a premium look and feel, with the aim to appeal amongst international audiences.