Mumbai: Following a competitive multi-agency pitch, Tonic Worldwide, a digital-first creative agency, has secured the digital mandate for Badshah Masala, a heritage spice brand from India. As the new digital partner, Tonic Worldwide aims to grow Badshah Masala's business through integrated brand communication.

Rooted in tradition, Badshah Masala, with its range of basic and blended spices, remains the preferred choice for households seeking authentic ingredients and quality taste. Their iconic jingle, "Swad Sugandh ka Raja, Badshah Masala," evokes strong, positive emotions of great taste and aroma across generations.

Speaking on the digital mandate, Badshah Masala CEO Rehan Hasan 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."

Tonic Worldwide co-founder and chief strategy officer Unmisha Bhatt 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."

The account will be managed by Tonic Worldwide’s Mumbai office.