CreativeMUD has won the social and digital mandate for Golden Grain, the rice brand from DDI.

Under the mandate, CreativeMUD will handle Golden Grain’s social media strategy, content and creative development, digital communication and campaign-led initiatives.

Golden Grain’s portfolio includes Premium, Classic, XXXL, Golden Sella, Kismet, Zaykaa and Mahreen. The partnership will focus on creating a more consistent digital presence across the portfolio and developing content for its different consumer segments and consumption occasions.

CreativeMUD will work across brand strategy, advertising, digital marketing, social media, film and motion as part of the mandate. The agency’s portfolio includes work across consumer and FMCG categories.
The account adds to CreativeMUD’s work across food and FMCG brands, with the agency also offering branding, website development and photography services.

Amrendra Kumar, marketing head, DDI, said, “Digital has become an important part of how brands build familiarity and relevance with consumers. With CreativeMUD, we are looking to bring a sharper creative approach to Golden Grain’s digital presence. The agency’s understanding of creative communication and digital platforms will help us explore new ways of presenting the brand and its portfolio to consumers.”

Anoop Dass, CEO, CreativeMUD, added, “Golden Grain presents an interesting opportunity to build a digital narrative around a category that is deeply embedded in everyday life. Our approach will be to understand the brand, its consumers and the category before translating that understanding into communication. We want the work to be simple, distinctive and rooted in a clear brand thought rather than creating content for the sake of being present on social media.”