afaqs! news bureau

Mixed Route Juice bags creative mandate for GRM Foodkraft

The account was won following a multi-agency pitch & will be serviced from the agency’s Gurgaon office.

Mixed Route Juice, the social and content agency has bagged the digital and social media mandate for GRM overseas domestic subsidiary, GRM Foodkraft, a consumer staples company.

The account was won following a multi-agency pitch and will be serviced from the agency’s Gurgaon office and will take care of the entire GRM Foodkraft product portfolio.

GRM is one of the largest Basmati Rice producers and exporters worldwide. It has reached this height through its incessant quest for excellence and commitment to customer taste. With its well-defined strategy of employing cutting edge technology, while investing considerable time and money into R & D, the company has excelled in anticipating the changes in food industry trends and bringing in products accordingly to cater to the ever-growing market. It functions through a network of sales and distribution offices in the UK, USA & Middle East and has tied up with 1800 stores globally to reach its customers.

Speaking on the win Amrita Sharma, Co - Founder & Creative Head, Mixed Route Juice said, “We at Mixed Route Juice, are extremely enthused to be collaborating with one of the market leaders in FMCG food sector. With a clear understanding of the brand’s priorities, we are conscious of our role as strategic partners and intend to use our vast experience and expertise to implement creative, disruptive & strong social and digital campaigns that will help GRM Foodkraft elevate their brand reputation and engagement multi folds in the ever-competitive market.”

Atul Garg, managing director, GRM Overseas said, “We are excited about our new strategic partnership with Mixed Route Juice. GRM Foodkraft is the biggest growing company in the segment globally and we are relying highly on the firm’s experience and expertise to help us strengthen our brand visibility and market position further. MRJ is a young and dynamic agency, we believe they will give a vibrant approach to the brand’s content and messaging.”

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