The agency will lead social media, content, creative development and digital communication for Golden Grain and its rice portfolio.

CreativeMUD has been appointed to handle the social and digital mandate for Golden Grain, the rice brand from DDI. The agency will oversee the brand’s social media strategy, content creation, creative development and broader digital communication.

The mandate will also include campaign-led initiatives aimed at building a consistent and distinctive digital presence for Golden Grain and its portfolio of rice products, which includes Premium, Classic, XXXL, Golden Sella, Kismet, Zaykaa and Mahreen.

CreativeMUD plans to build the brand’s digital narrative by focusing on consumer understanding, category relevance and clear brand-led communication rather than creating content purely for social presence.

The partnership adds to the agency’s capabilities across brand strategy, advertising, digital marketing, social media, film and motion.

For DDI, the collaboration is aimed at strengthening Golden Grain’s digital relevance and exploring sharper creative ways to engage consumers across platforms.