Hyderabad-based chicken breeder SH Group has roped in Bang in the Middle for the creative duties of its upcoming retail venture. The launch is slated for early 2016, informed an agency statement.
The agency has already worked on creating the build-up to the launch through a B-school competition StirFry Challenge (www.stirfrychallenge.com).
The retail venture will kick off by March or April 2016, with a stated ambition to ramp up its presence nationally.
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 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, managing partner, Bang in the Middle, said, “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.”