Tonic Worldwide, a digital-first creative agency, has secured the digital mandate of one of India’s heritage spice brands- Badshah Masala, after a multi-agency competitive pitch.
The account will be managed by Tonic Worldwide’s Mumbai office with an aim to grow Badshah Masala’s business through integrated brand communication.
Speaking on the development, Rehan Hasan, CEO, Badshah Masala, said, “We are happy to partner with Tonic Worldwide for our digital mandate. Digital is a key platform where our consumers spend significant time, and it will play a crucial role in keeping our brand top of mind. We needed a partner who understands our brand values and consumer needs in the digital space. Tonic Worldwide’s experience with multiple staple brands and their strong grasp of our core target group made them the ideal choice.”
To this, Unmisha Bhatt, Co-Founder and Chief Strategy Officer, Tonic Worldwide, added, “We are thrilled to add Badshah Masala to our portfolio. Many of us have grown up with Badshah Masala in our kitchens, its fragrance making us hungry before the meal was even ready. It’s an integral part of our lives, and it’s a privilege to help reignite that love and make the brand appealing to new-age homemakers.”
