Jul 8, 2011
Kohinoor Foods Awards Mediareach Its Full-Service Marketing Brief
Global basmati brand Kohinoor Foods appointed Mediareach Advertising as its integrated agency for the UK and Europe following a competitive pitch — entrusting us with strategy, creative, media, PR and experiential.
⏱ 3 min read
By mediareach
We are proud to have been selected by Kohinoor Foods as its full-service marketing partner for the UK and European markets. The win came after a competitive pitch process where the brief demanded a truly integrated 360° approach.
At that time, Kohinoor UK was celebrating 10 successful years in the UK, building on more than 36 years of heritage in India. The brand needed an agency that could honour its ethnic roots while accelerating growth in mainstream retail.
A 360-Degree Brief for the UK & Europe
The mandate was clear: deliver one connected plan across every touchpoint. That included:
Strategy: Positioning Kohinoor for both ethnic and mainstream shoppers
Creative: TV, cinema, print and digital assets tailored to diverse audiences
Media: Mainstream, Asian TV and community channels plus cinema
PR & Experiential: Sampling, retail activations and community engagement
Key Takeaway:
Ethnic FMCG brands win when they stop choosing between ethnic and mainstream. Kohinoor needed an agency that could do both — authentically — under one integrated strategy.
Why Kohinoor Chose Mediareach
As an integrated multicultural agency, Mediareach specialises in two directions: helping ethnic brands break into the mainstream and helping mainstream brands connect credibly with multicultural audiences.
Category & Culture Expertise
Deep knowledge of the rice and world-foods category, shopper behaviour, and South Asian media consumption in the UK.
Integrated, Not Siloed
One team across strategy, creative, media and PR — built for speed, cultural nuance and measurable growth.
"The brief they sent us was as ambitious as our team, and we're glad to have won this opportunity to work with such a great brand and to help it grow, innovate and capture new markets."
— Saad Saraf, CEO, Mediareach Advertising
"Mediareach demonstrated their understanding of the ethnic consumer and category as a whole, and presented clever and more importantly integrated ideas. We have confidence in their ability to support our ambitious growth plans."
Sumit Arora
MD, Kohinoor Foods UK
The Portfolio We Were Asked to Grow
Kohinoor is more than one rice. The range we were briefed to support included:
Kohinoor Platinum, Gold and Silver – flagship basmati tiers
Trophy Basmati & Tohfa Kernel Basmati – high-volume family favourites
Triple Diamond – long-grain rice for everyday cooking
Ready meals & cook-in sauces – convenience-led extensions
Stocked in major multiples and independent retailers, the brand needed consistent visibility across both worlds, a sweet spot for Mediareach.
What This Win Meant
For Mediareach, the appointment was validation of our model: cultural insight first, then creative and media that earns trust. For Kohinoor, it was a partner who could drive penetration in the core South Asian audience while building relevance with new, mainstream shoppers exploring authentic world foods.
Short, focused and growth-driven, exactly how a full-service brief should work.
Launching or Growing a Food Brand in the UK?
From basmati to ready meals, we help food & FMCG brands go from ethnic favourite to household name with integrated strategy, creative, media and experiential.
Sources & References
Kohinoor Foods UK brand portfolio – basmati rice, long-grain and ready-to-cook ranges. kohinoor
Kohinoor Foods
FMCG marketing UK
basmati rice marketing
360 marketing
The UK's pioneering multicultural marketing agency. 40+ years connecting brands with diverse communities through cultural insight, creative excellence and intelligent media. mediareach.co
Jul 8, 2011
Kohinoor Foods Awards Mediareach Its Full-Service Marketing Brief
Global basmati brand Kohinoor Foods appointed Mediareach Advertising as its integrated agency for the UK and Europe following a competitive pitch — entrusting us with strategy, creative, media, PR and experiential.
⏱ 3 min read
By mediareach
We are proud to have been selected by Kohinoor Foods as its full-service marketing partner for the UK and European markets. The win came after a competitive pitch process where the brief demanded a truly integrated 360° approach.
At that time, Kohinoor UK was celebrating 10 successful years in the UK, building on more than 36 years of heritage in India. The brand needed an agency that could honour its ethnic roots while accelerating growth in mainstream retail.
A 360-Degree Brief for the UK & Europe
The mandate was clear: deliver one connected plan across every touchpoint. That included:
Strategy: Positioning Kohinoor for both ethnic and mainstream shoppers
Creative: TV, cinema, print and digital assets tailored to diverse audiences
Media: Mainstream, Asian TV and community channels plus cinema
PR & Experiential: Sampling, retail activations and community engagement
Key Takeaway:
Ethnic FMCG brands win when they stop choosing between ethnic and mainstream. Kohinoor needed an agency that could do both — authentically — under one integrated strategy.
Why Kohinoor Chose Mediareach
As an integrated multicultural agency, Mediareach specialises in two directions: helping ethnic brands break into the mainstream and helping mainstream brands connect credibly with multicultural audiences.
Category & Culture Expertise
Deep knowledge of the rice and world-foods category, shopper behaviour, and South Asian media consumption in the UK.
Integrated, Not Siloed
One team across strategy, creative, media and PR — built for speed, cultural nuance and measurable growth.
"The brief they sent us was as ambitious as our team, and we're glad to have won this opportunity to work with such a great brand and to help it grow, innovate and capture new markets."
— Saad Saraf, CEO, Mediareach Advertising
"Mediareach demonstrated their understanding of the ethnic consumer and category as a whole, and presented clever and more importantly integrated ideas. We have confidence in their ability to support our ambitious growth plans."
Sumit Arora
MD, Kohinoor Foods UK
The Portfolio We Were Asked to Grow
Kohinoor is more than one rice. The range we were briefed to support included:
Kohinoor Platinum, Gold and Silver – flagship basmati tiers
Trophy Basmati & Tohfa Kernel Basmati – high-volume family favourites
Triple Diamond – long-grain rice for everyday cooking
Ready meals & cook-in sauces – convenience-led extensions
Stocked in major multiples and independent retailers, the brand needed consistent visibility across both worlds, a sweet spot for Mediareach.
What This Win Meant
For Mediareach, the appointment was validation of our model: cultural insight first, then creative and media that earns trust. For Kohinoor, it was a partner who could drive penetration in the core South Asian audience while building relevance with new, mainstream shoppers exploring authentic world foods.
Short, focused and growth-driven, exactly how a full-service brief should work.
Launching or Growing a Food Brand in the UK?
From basmati to ready meals, we help food & FMCG brands go from ethnic favourite to household name with integrated strategy, creative, media and experiential.
Sources & References
Kohinoor Foods UK brand portfolio – basmati rice, long-grain and ready-to-cook ranges. kohinoor
Kohinoor Foods
FMCG marketing UK
basmati rice marketing
360 marketing
The UK's pioneering multicultural marketing agency. 40+ years connecting brands with diverse communities through cultural insight, creative excellence and intelligent media. mediareach.co
Jul 8, 2011
Kohinoor Foods Awards Mediareach Its Full-Service Marketing Brief
Global basmati brand Kohinoor Foods appointed Mediareach Advertising as its integrated agency for the UK and Europe following a competitive pitch — entrusting us with strategy, creative, media, PR and experiential.
⏱ 3 min read
By mediareach
We are proud to have been selected by Kohinoor Foods as its full-service marketing partner for the UK and European markets. The win came after a competitive pitch process where the brief demanded a truly integrated 360° approach.
At that time, Kohinoor UK was celebrating 10 successful years in the UK, building on more than 36 years of heritage in India. The brand needed an agency that could honour its ethnic roots while accelerating growth in mainstream retail.
A 360-Degree Brief for the UK & Europe
The mandate was clear: deliver one connected plan across every touchpoint. That included:
Strategy: Positioning Kohinoor for both ethnic and mainstream shoppers
Creative: TV, cinema, print and digital assets tailored to diverse audiences
Media: Mainstream, Asian TV and community channels plus cinema
PR & Experiential: Sampling, retail activations and community engagement
Key Takeaway:
Ethnic FMCG brands win when they stop choosing between ethnic and mainstream. Kohinoor needed an agency that could do both — authentically — under one integrated strategy.
Why Kohinoor Chose Mediareach
As an integrated multicultural agency, Mediareach specialises in two directions: helping ethnic brands break into the mainstream and helping mainstream brands connect credibly with multicultural audiences.
Category & Culture Expertise
Deep knowledge of the rice and world-foods category, shopper behaviour, and South Asian media consumption in the UK.
Integrated, Not Siloed
One team across strategy, creative, media and PR — built for speed, cultural nuance and measurable growth.
"The brief they sent us was as ambitious as our team, and we're glad to have won this opportunity to work with such a great brand and to help it grow, innovate and capture new markets."
— Saad Saraf, CEO, Mediareach Advertising
"Mediareach demonstrated their understanding of the ethnic consumer and category as a whole, and presented clever and more importantly integrated ideas. We have confidence in their ability to support our ambitious growth plans."
Sumit Arora
MD, Kohinoor Foods UK
The Portfolio We Were Asked to Grow
Kohinoor is more than one rice. The range we were briefed to support included:
Kohinoor Platinum, Gold and Silver – flagship basmati tiers
Trophy Basmati & Tohfa Kernel Basmati – high-volume family favourites
Triple Diamond – long-grain rice for everyday cooking
Ready meals & cook-in sauces – convenience-led extensions
Stocked in major multiples and independent retailers, the brand needed consistent visibility across both worlds, a sweet spot for Mediareach.
What This Win Meant
For Mediareach, the appointment was validation of our model: cultural insight first, then creative and media that earns trust. For Kohinoor, it was a partner who could drive penetration in the core South Asian audience while building relevance with new, mainstream shoppers exploring authentic world foods.
Short, focused and growth-driven, exactly how a full-service brief should work.
Launching or Growing a Food Brand in the UK?
From basmati to ready meals, we help food & FMCG brands go from ethnic favourite to household name with integrated strategy, creative, media and experiential.
Sources & References
Kohinoor Foods UK brand portfolio – basmati rice, long-grain and ready-to-cook ranges. kohinoor
Kohinoor Foods
FMCG marketing UK
basmati rice marketing
360 marketing
The UK's pioneering multicultural marketing agency. 40+ years connecting brands with diverse communities through cultural insight, creative excellence and intelligent media. mediareach.co