Contract Advertising to handle Amira Pure Foods

Having won the business on the basis of its strong credentials, Contract Advertising will be servicing Amira Pure Foods' account from its Delhi office.

According to Karan A Chanana, chairman and CEO, Amira Group, the company wants Amira to become a leading and the most preferred food brand in India in the next 18 months. "Contract has a reputation of building memorable brands. We felt that Contract understood our imperatives and sees an opportunity to create yet another memorable brand. We look forward to having a long, productive and professional association with Contract," he says.

The campaign, on which Contract will work, will be spread across all spheres including TV, print, radio, and digital media.

Rana Barua, CEO, Contract Advertising, says, "Amira is a global leader in packaged rice and it is exciting for us to build the brand within a category that has a strong legacy of established brands."

Ashish Chakravarty, NCD, Contract India adds that the challenge for the agency is not just to create a new brand but also develop a unique creative language for Amira in the foods business. "The fact that Amira has shown great faith in us as an agency puts a huge responsibility on our shoulders to create some exciting communication and lay the foundation of an exciting brand," he adds.

Founded in 1915, Amira Foods is a global producer of packaged food and Indian specialty Basmati Rice. It has expanded its product line into snacks, ready-to-eat and organic food products.

Meanwhile, Contract, a member of the JWT/WPP network, is an integrated and independent communications company that specialises in four practices - advertising (Contract), consulting (Core Consulting), design (Design Sutra) and digital (iContract). Its client portfolio includes brands like Asian Paints, Acer, Britannia, Dabur, Dominos, Dainik Jagran, Edelweiss, Godrej, HSBC, Jaypee Associates, JK Tyres and Kraft-Cadbury (Mondelez).