According to industry sources, the account was previously being serviced by Alliance Advertising. The budget marked for Dawat basmati rice was not disclosed. rmg David continues to work on the creative account.

“We won the account on the basis of our presentation and strategic efficiencies,” said Nayyar, who added that apart from Starcom, two more agencies were also invited for the pitch. In conjunction with rmg David, Starcom recently worked on a brand campaign, which is currently on air and is expected to continue till the end of this month. The campaign is about the sheer pleasure of eating rice.

“The advertising is only restricted to television, with the major focus on mass channels including Star, Sony and Zee. The six to eight-week long campaign will last till the end of December. Apart from independent AOR’s, we have also worked on lot of accounts with Leo Burnett in the recent past. We have managed to win series of full-fledged service accounts, which include Atlas Cycles, NGO Nexant, UP Tourism and Aerens Gold Souk. So we have been managed to win account per month,” said Nayyar, who joined Starcom Delhi office in March this year.

Starcom’s Delhi office's other wins this year include Jindal Photo Films, Honda, Hugo Boss and DT Cinemas.