Essence, a global data and measuring system media agency part of WPP’s GroupM, announced today that it has been designated Rebel Foods’ integrated media agency of record in India. Essence’s scope of work for the internet restaurant company’s brand marketing activities content available, analytics, media planning, and media activation, and it is led out of its Mumbai office.
Rebel Foods, headquartered in Mumbai, was founded in 2011. Its brands include Faasos, Behrouz Biryani, Oven Story Pizza, Lunch Box, Mandarin Oak, The Good Bowl, SLAY Coffee, Sweet Truth, and Wendy’s. With over 4,000 restaurants and 450 kitchens in more than 70 cities across 10 countries, the company has developed its operating system of culinary innovation, robust supply chain, and full-stack technology, letting food brands be launched and scaled up at record speed. Rebel Foods currently operates over 45 own and partner brands, ranging from startups to global majors, to fulfill the various food missions of consumers.
Essence’s first few activities for Rebel Foods as part of the partnership include campaigns for Faasos targeting fast food lovers and Sweet Truth celebrating midnight cravings, as well as integrated communications plans for Behrouz Biryani and the company’s food court on an app experience, EatSure, in key markets.
Ankush Grover, Co-Founder and India CEO of Rebel Foods, commented on the collaboration, saying, “We are on a journey to build the world’s most exciting and delightful food company, serving the highest quality of brands across customer food missions in every neighborhood in the world.” Keeping our vision in mind, our brands must have a communication strategy that focuses on customer-first offerings while complementing our brand promise. Our communication has been authentic, relatable, creative, and innovative over the years, while also reflecting the brand’s core value. We believe Essence is an ideal partner to assist us in our journey by bringing an insight-led analytical approach as well as a distinct style of creativity and innovation. We are excited to work with Essence on some exciting campaigns and strategies.”
“Rebel Foods is a game-changing, fast-growing cloud kitchen operator with a diverse portfolio of food brands.” We see opportunities to help Rebel Foods drive greater synergies and efficiencies throughout its brands while defining bespoke growth paths for each brand, with our data-driven approach to strategy, analytics, and media, focusing on providing value to brands and consumers through innovation,” said Sonali Malaviya, Managing Director, India, Essence. “We are thrilled to join Rebel Foods on its exciting growth journey and become an ally in achieving its growth objectives.”
Rebel Foods joins Essence’s diverse client portfolio, which includes high-growth, technology-driven startups in addition to established local and global companies, across its Bengaluru, Delhi, and Mumbai offices. Since Essence entered India in 2016, the agency has seen an increase in demand from companies for its transformational information approach to marketing, use of media and creativity to deepen consumer relationships, and expertise in accelerating brand and business growth.
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