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Adani Wilmar Group awards the digital mandate to Digital Refresh Networks

Madhushree Chakrabarty January 20, 2021

Adani Wilmar Group has awarded its digital mandate to the digital marketing and creative company, Digital Refresh Networks (DRN). The agency will be managing Adani Wilmar’s consumer essential brands Alife, Adani Group for Kings Oils, and the Adani Wilmar Group’s CSR initiative – Fortune Suposhan.

The agency will handle the brand’s mandate from its Mumbai office only. Digital Refresh Networks will be responsible to drive the leading FMCG’s core objective – familiarising and establishing the brands in the local market.

On the association, Sanjay Adesara, Head Media and Digital, Adani Wilmar says, “We are glad to be associated with Digital Refresh Networks. The agency has been at the forefront of the digital marketing industry with great experience across the multiple domains of digital communication and marketing solutions. We are sure that our association with them will further enable us towards achieving great success for the brands.”

Barin Mukherjee, Co-Founder & CEO, Digital Refresh Networks says, “We are honored to come on board as the digital agency for Adani Wilmar. Our expertise in conversing in multiple languages across the length and breadth of the country will further enable the brand to not just establish local relevance but also grow the business locally. The motto is to keep learning each day and implement the learnings back into the system to better efficacy over time.”

Adani Wilmar is a joint venture between India’s Adani Group and Singapore’s Wilmar International Limited in January 1999. Presently, the company owns over 40 units that have a refining capacity of more than 16800 tonnes per day, a packaging capacity of 12900 tonnes per day, and a seed crushing capacity of 6000 tonnes per day. The company has its edible oils expanded across various categories such as Rice bran, Soya, Cottonseed, Mustard, Sun, Groundnut, etc. It also has forayed into packed Pulses, Basmati Rice, superfood Khichdi, Fortune Chakki Fresh Atta, and Soya Chunks apart from oil.


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