The Poultry Industry of Maharashtra has flagged off a
chicken education campaign, "chicken shining",
to inform the consumer about the health benefits of eating
chicken, and also to reinstate their confidence in Indian
chicken, as the safest in the world.
"chicken shining" campaign, with its yellow
coloured mascot, hit the roads at the Crawford Market
in Mumbai, egged on by film actress Perizaad Zorabian
and celebrity columnist Rashmi Uday Singh, who were invited
to add some gloss and shine to the event. Unexpectedly,
the campaign ran afoul of another chicken - this one being
white in colour and not so keen, it appeared, to be consumed
by the already scared Indian consumer.
white chicken forces, marshalled by PETA (People for Ethical
Treatment to Animals) were protesting the cruel treatment
that Indian chicken received at commercial farms. The
white chicken, along with its forces, found itself being
pushed around, presumably, for having arrived uninvited
to a rival's chicken party!
campaign is a large scale exercise undertaken to communicate
the "feel good factor of eating chicken", according
to the Poultry Industry of Maharashtra. It intends to
do this by communicating to the consumers that chicken
is not only a tasty but also healthy food.
on the occasion, on behalf of the Poultry industry, B
S Yadav, general manager, Godrej Agrovet Ltd said that,
"Inspite of such great performance by the industry
in keeping the bird flu out of the country; the fear created
by media reports has hit the retail consumption. This
campaign will try to re-instate the confidence of the
consumer in the chicken."
campaign will be executed through a roadshow targeting
all areas in Mumbai with high consumption of chicken.
The roadmap includes residential areas and local markets
across all prominent areas, namely Andheri, Churchgate,
Borivli, Worli, Chembur, Bandra and Juhu and will be in
motion from the February 24 to March 1, 2004.
roadshow will include a series of activities communicating
the benefits of chicken to our health. Streetplays organized
by the theatre groups Wizkid and Naujawan-e-Hind, will
conduct over 50 performances across Mumbai.
inaugurated the campaign, Rashmi Uday Singh had this poser
for everybody - "Where would we be without chicken
now just forget about that dal,