abm Comm's Creativity for Sagar Ratna

South Indian specialty restaurant chain Sagar Ratna has appointed abm Communication to handle its creative duties. The agency won the account after a multi-agency pitch, which began in May in Delhi.

Under the creative mandate, the agency will start off by creating a new logo, look and feel for the brand. The brand's outlets will also undergo transformation to attract a younger crowd and will sport a modern, young look.

Mr. Murali Krishna, CEO, 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. To further connect with youth, we want to generate a delightful disposition towards the category and make Sagar Ratna synonymous with the category itself. We chose the agency because of the clarity and commitment exhibited by the team, besides going beyond the brief of advertising.”

Mr. Abhijit Basu, MD, abm Communication, says, "The intent is to consistently and continuously strive to project Sagar Ratna as the largest chain of South Indian vegetarian food in North India, employing upon its lineage and patronage. While the quality and taste of the food will remain the same, the experience will be very different. Here the challenge will be to a bring new personality to the brand and new approach to its communication.”

Apart from product launches, communication strategy will comprise a complete brand campaign, which will largely focus on print, radio, cinema and below-the-line activities. Gradually, it will extend to above-the-line and digital as well. The agency intends to break the main campaign by August.