Bang in the Middle wins SH Group's communication mandate

The agency has been mandated to create a world-class brand of foods as the premier breeder of chicken enters the retail market

BestMediaInfo Bureau | Delhi | December 22, 2015

Hyderabad-based SH Group has brought in Bang in the Middle on board with the aim of creating a world-class brand of foods. SH Group is a premier breeder of chicken. Gurgaon-based Bang in the Middle has won the mandate after extensive review by SH Group.

Today, every fourth egg consumed in India comes from a SH Group chick. SH Group has over 95% share of the layer chicken market in its area of operations. Set up in 1978, SH Group has ambitious growth plans that include setting up retail brand in the foods business.

SH Group's upcoming retail venture will start with a range of chilled, processed and packaged chicken and over a period of time will also have eggs, fresh veggies and goats.

The launch is slated towards the early part of 2016. Bang in the Middle has already started work on the identity and launch campaign. As part of buildup to the launch, SH Group engaged with the top B-Schools of India through a case study competition called StirFry Challenge (www.stirfrychallenge.com). The students enthusiastically participated in the challenge and the team from IIM-Bangalore won the competition with a prize money of Rs 1.5 lakh.

Sambit Chakraborty

Sambit Chakraborty, CSO, SH Group, said, “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 we prepare to launch our retail venture of chilled, processed and packaged chicken, we reached out to the brightest minds in business schools to seek how the young upcoming managers will approach the issue. The response to StirFry tells us that we are on the right path.”

Naresh Gupta

Naresh Gupta, Managing Partner, Bang in the Middle, commented, “SH Group's new retail venture is a bold move from being a home grown successful corporation to foray into the retail market. We are thrilled with the mandate. We are confident that the new brand that is created will challenge the best of brands globally and will create space for itself.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com