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BBH India Bags Creative Mandate For JAPFA

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BBH India wins creative mandate for JAPFA, a renowned pan-Asian agri-food company operating in 5 countries. The agency has been entrusted with crafting a cutting-edge, digital-first strategy for JAPFA’s much-awaited mobile app – JAPFA BEST. The primary goal is to establish the brand as the go-to direct-to-consumer (D2C) channel for meat enthusiasts in India. BBH India’s Mumbai office will take charge of this exciting project and aims to deliver innovative and compelling campaigns that resonate with the target audience.


JAPFA is a prominent agribusiness company with a diverse portfolio, specializing in animal feed, poultry breeding, commercial farms, consumer products, aquaculture, and beef cattle farming. Originally founded in Indonesia and now headquartered in Singapore, JAPFA operates across Indonesia, China, Vietnam, India, and Myanmar, employing over 32,000 people. The company’s core belief revolves around “Growing Towards Mutual Prosperity,” emphasizing trustworthy and integrity-based relationships.

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JAPFA aims to be the foremost provider of affordable protein foods in Emerging Asia, leveraging their exceptional teamwork and proven experience to benefit all stakeholders. As part of its vision, JAPFA aims to become the leading and dependable provider of affordable protein foods in Emerging Asia. This aspiration aligns with their focus on addressing the growing demand for protein-rich foods in the region. By leveraging their excellent teamwork and wealth of experience, JAPFA strives to deliver top-quality products that meet the nutritional needs of consumers while ensuring the sustainable development of their business.

What Will Be BBH India’s Key Contributions?

As part of their partnership, BBH India will bring invaluable support to JAPFA’s creative endeavors. Their expertise and ingenuity will be instrumental in the successful launch of JAPFA’s Mobile App – JAPFA Best. Working closely with the brand team, BBH India will craft a captivating and hyper-local marketing campaign tailored specifically for JAPFA’s core markets. Leveraging its creative prowess, BBH India will further develop an integrated marketing model to extend the app’s presence into new markets. The agency’s involvement spans comprehensive brand planning and inventive creative development, utilizing a diverse range of channels, including social and digital media, radio, print, and Out-of-Home (OOH) advertising. With BBH India’s innovative approach, JAPFA’s creativity aspect is set to thrive, positioning the brand for even greater success.

What Have Experts To Say About BBH India Winning The Creative Mandate of JAPFA?

Speaking on the partnership, Shyam Sreechandrababu – Asst. Vice President – Marketing (Food) – JAPFA India said, “We are at an important juncture in our journey, as we move into our next growth phase. Team BBH India’s deep understanding of the D2C industry, consumer food consumption habits and clutter-breaking creative thinking really set them apart. We look forward to working together closely to build a strong presence in India.”

Himanshu Saxena, COO & MD, BBH India, said, “We are very excited that JAPFA has trusted us with the mandate to craft their communication as they foray into the consumer market. JAPFA has the potential to revolutionize meat consumption in India, especially in the post-pandemic world. We look forward to working closely with the team to build a sharp proposition for the brand which fuels their ambitions for the Indian market.”


BBH India’s collaboration with JAPFA marks a significant milestone in the journey of both companies. With their extensive expertise and creative acumen, BBH India is set to play a pivotal role in empowering JAPFA’s growth and success. The launch of JAPFA’s Mobile App – JAPFA Best – is expected to make a resounding impact in the emerging Asian market, as BBH India works diligently to develop compelling and hyper-local marketing campaigns. Through their innovative approach and dedication, BBH India aims to establish JAPFA as the go-to Direct-to-Consumer (D2C) channel for meat lovers in India and beyond. As JAPFA’s creativity aspect thrives under BBH India’s guidance, the future looks promising for both companies, reinforcing their commitment to providing essential proteins to the region and fostering mutually rewarding relationships with their stakeholders.

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