SH Group to work with Bang in the Middle for upcoming campaign

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | December 22, 2015
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The Group, a premier breeder of chicken, will launch its new retail venture early next year.

SH Group, after an extensive review, has awarded its creative mandate to Bang in the Middle. The Hyderabad-based SH Group, present across multiple sectors related to poultry farming, plans to set up its retail brand in the foods business by early next year. The agency has already started working on the brand identity and advertising campaign.

Sambit Chakraborty

Naresh Gupta

Commenting on the partnership, Sambit Chakraborty, chief strategy officer, SH Group, says, "Basic foods is a very large category in India and as the leading breeder of chicken, we want to bring to our audience a brand of world class quality and experience. Bang in the Middle has been tasked with the creation of the brand."

As part of the build-up to the launch, the SH Group engaged with students from various B-Schools in the country through a case study competition called StirFry Challenge, carrying a cash prize of Rs 1.5 lakh. The competition was won by the students from IIM Bangalore.

"As we prepare to launch our retail venture of chilled, processed and packaged chicken, we reached out to the brightest minds in business schools to find out how young and upcoming managers approach the issue. The response to StirFry told us that we were on the right path," says Chakraborty.

Naresh Gupta, managing partner and chief strategy officer, Bang in the Middle, says, "The SH Group's new retail venture is a bold move from a home-grown successful corporation to enter the retail market. We are thrilled with the mandate. We are confident that the new brand that is created will challenge the best of the brands globally and will create space for itself."

With its launch slated for early 2016, the upcoming retail venture will start with a range of chilled, processed and packaged chicken, later followed by eggs, fresh veggies and goat meat along with other products.

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