Sagar Ratna awards creative duties to abm communication

South Indian speciality restaurant chain Sagar Ratna has awarded its creative duties to abm communication. The account was won following a multi-agency pitch, informed an agency statement. The chain currently operates 90 outlets in NCR, Punjab, Haryana and Rajasthan.

Prior to this, creatives were handled by the chain’s in-house team.

Murali Krishna, COO, Sagar Ratna Restaurants, said, “Our intent is to create a strong brand association with our new identity and continue to build an extraordinary dine-in experience for our customers. In a quest to further our connect with youth, we want to generate a delightful disposition towards the category and make Sagar Ratna synonymous with the category itself.”

Abhijit Basu, MD, abm communication, said, “The agency’s mandate is to realign the leadership position of Sagar Ratna in the India market and reiterate its dominance in the unique flavor space. The intent is to consistently and continuously strive to project it as the largest chain of South Indian vegetarian food in North India, employing upon its lineage and patronage.”

According to Basu, the campaign would largely be driven by BTL activities across Sagar Ratna outlets, supported by print and radio.

Basu added, “We would also use the medium of cinema eventually and digital gradually. Eventually the brand is going to go national, barring South India. It is an opportunity for us to establish it as a preferred brand for the youth and family.”

The campaigns would aim to highlight the youthfulness of the brand.