MUMBAI: MullenLowe Lintas Group has been mandated to offer its creative and digital services to India Gate basmati rice. While Lowe Lintas Delhi will handle the creative services for the brand, LinTeractive will work towards offering core digital capabilities.

India Gate is a part of KRBL Limited, which is a 120-year-old firm dealing in branded basmati rice. What makes KRBL stand apart is that it is the only company with one of the largest, fully integrated rice mill in the world.

KRBL marketing head Ayush Gupta said: “Our decision was based on the agency’s reputation for delivering the highest ROI to its clients with their creative effectiveness and problem-solving attitude."

Lowe Lintas Delhi president Naveen Gaur said: “We are excited with the core idea that we have drawn up for the brand and hope to see it scale even greater heights going forward.” "We believe it’s a great opportunity to use content as a key differentiator to deliver consistent engagement in today’s ever trending digital media environment," added LinTeractive EVP Sumanta Ganguly

The communication work for the brand is already under way and would be unveiled across all popular online and offline platforms soon.