MUMBAI: Following a competitive pitch, Interactive Avenues – A Reprise Network Company, the digital arm of IPG Mediabrands, has bagged the digital mandate of India’s numero uno spice brand, Everest.

The account will be handled out of the agency’s Mumbai office.

With consumers shifting to e-commerce platforms like Bigbasket, Grofers, and Amazon Pantry etc. for convenience shopping, Everest wants to create a strong and impactful brand presence on digital platforms.

“We are delighted to have Everest in our marquee list of client portfolio. Culinary diversity is one of the greatest treasures of our country. In fact, in India, the cuisine changes every few kilometres offering a wealth of flavours that is simply staggering. In this highly competitive and diverse category, Everest has established itself as the number one brand that evokes a lot of emotion. The brand has always aligned itself with “Maa ke haath ka khana”. Everest wants to create a strong presence on the digital platform and we feel extremely fortunate to partner with them in this new phase of growth”, said, Interactive Avenues business head Shantanu Mulay.

“Everest is a household name in India and we want to capture the new consumers and beef up our digital presence. We were scouting for a digital agency that would help us understand the evolved consumer mindset. Team Interactive Avenues brought clear understanding and an approach that resonates with the masses, young and old. We are really looking forward to this association,” said Everest Spices owner Sanjeev Shah.

Based in Mumbai, 52-year-old Everest reaches more than 20 million households in India. With 45 spice variants, Everest spices are exported to 58 countries across the US, UK, Africa, UAE, Singapore, Australia and several others.