The agency came first! Chicken major SH Group catches Bang in the Middle for retail venture

24 Dec,2015

By A Correspondent

 

Hyderabad-based chicken breeder SH Group has brought in Bang in the Middle on board with the aim of creating a world-class brand of foods. Set up in 1978, SH Group has ambitious growth plans that includes 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 campaign for the launch. As a 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)

 

Said Sambit Chakraborty, CSO, SH Group: “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 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. Response to StirFry tells us that we are on the right path”.

 

Naresh Gupta

Bang in the Middle, the Gurgaon-based communication agency has won the mandate after extensive review by SH Group. Said Naresh Gupta, Managing Partner: “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”

 

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