Bates 141 wins the creative duties for poultry company, Amrit Group

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | September 21, 2010
The business was won after a multi-agency pitch and will be handled out of the agency's Kolkata branch

Bates 141 has won the creative mandate for poultry player, Amrit Group. The agency won the business after a multi-agency pitch, which also included JWT, Response, Madison and Lowe Lintas. The business will be handled out of Bates' Kolkata office.

Started in 1994, the Kolkata-based Amrit group is a leading player in the poultry sector in the eastern and northern belts of India. The company claims an annual turnover of more than Rs 1,000 crore.

Commenting on the choice of agency, Harish Bagla, managing director, Amrit Group says in a press statement, "We are eyeing multi-fold growth in all our business verticals in the next two years. Bates will play an important role to develop strategic communication for all our brands."

"To find products that have a distinct and relevant difference gives us a head start to do some showcase-able work nationally. Our strategy and creative edge, along with our retail focus, helped us win this business," says Abeer Chakravarty, executive vice-president, Bates 141.

Currently, Amrit Group has strong presence in poultry feed, broiler farming, chicken processing and milk processing. The consumer product range includes processed milk in different variants; milk products such as 'dahi', 'lassi' and 'paneer'; cattle, poultry and fish feed; frozen and chilled chicken and other processed chicken products.

Bates 141 will be responsible for the strategy and communication of Amrit Group's entire product portfolio.

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