The Pan India Broiler Coordination Committee (PIBCC) has been consistently working for the past 8–10 years to promote chicken consumption and educate consumers across India about the nutritional benefits of chicken and eggs. Through structured, year-wise initiatives, the Committee and its member states have undertaken sustained promotional, educational, and market-support activities aimed at increasing awareness and boosting consumption.
National-Level Promotional Initiatives
The campaign began with radio jingles aired continuously for 8–10 months, which generated strong consumer engagement and positive response.
This was followed by outdoor publicity through banners and hoardings at high-traffic bus stands and prominent locations in metro and two-tier cities, ensuring maximum visibility among daily commuters.
Educational posters and promotional creatives highlighting the protein value and health benefits of chicken were developed and widely circulated through social media platforms via professional agencies. Short promotional films were also produced and shared digitally to strengthen consumer outreach.
To enhance ground-level presence:
- Promotional banners were placed on 500–700 auto-rickshaws across multiple cities.
- State Transport (ST) buses were utilized for inter-city and intra-city advertising.
For the past five years, National Chicken Day has been celebrated in coordination with 7–8 states across India. During this event:
- Ready-to-eat chicken products are offered at a 10% discount for two days.
- Two eggs are provided free with every kilogram of processed dressed chicken sold.
This year, National Chicken Day was celebrated in approximately 700–800 retail shops across participating states, while last year nearly 1,000 shops were involved.
Maharashtra
Maharashtra has played a leading role in implementing sustained promotional activities. The state successfully conducted long-term radio campaigns, outdoor banner promotions, social media circulation of educational creatives, short films, auto-rickshaw branding, and ST bus advertising.
National Chicken Day celebrations in Maharashtra covered 700–800 shops this year and nearly 1,000 shops last year, offering a 10% discount and two free eggs per kg of chicken sold. These consistent efforts have significantly strengthened consumer awareness and market stability.
Karnataka
Karnataka has actively participated in National Chicken Day across 150–200 shops statewide. The state produced promotional reels, conducted radio jingles, and supported bodybuilding competitions by supplying chicken and eggs. It has also adopted two badminton players to provide nutritional support through poultry products.
West Bengal
West Bengal, one of the largest consumption markets for chicken and eggs, undertakes extensive district-wide campaigns. Nearly 1,000 shops participate during National Chicken Day with discounted sales.
The state conducts annual chicken and egg recipe competitions, distributes boiled eggs free of cost in schools across districts, and engages film celebrities to enhance public outreach. Government agencies such as ARDC have extended strong institutional support.
Chhattisgarh
Chhattisgarh maintains strong coordination among integrators and aligns production planning with seasonal demand. National Chicken Day is celebrated in 50–100 shops annually, offering a 10% discount and two free eggs per kg of chicken sold.
Telangana
With nearly 96% non-vegetarian population, Telangana plays a major role in poultry consumption and production. Through the Telangana Breeders Association, the state actively celebrates National Chicken Day across retail outlets.
In addition, Telangana collaborates with hospitals such as Rainbow Hospital to promote nutritional awareness among doctors and patients, encouraging the inclusion of chicken and eggs as affordable protein sources.
Tamil Nadu
Supported by strong demand from neighbouring Kerala, Tamil Nadu actively participates in all national initiatives. A dedicated promotional committee develops advertisements and circulates them statewide through social media.
The association is proactive in countering misinformation and ensures consistent participation in National Chicken Day activities.
Assam
A recent entrant to the Committee, Assam celebrated National Chicken Day with a motorcycle rally in Guwahati, followed by press conferences and public engagement activities. The state continues to expand its structured promotional initiatives.
Manipur, Tripura & Meghalaya
These northeastern states have formed poultry associations and joined the Committee. They are focusing on disciplined production planning along with structured marketing initiatives to strengthen local consumption and maintain market balance.
Integrators’ Contributions
Leading integrators such as Venkys, Godrej Agrovet, Suguna Foods, and IB Group have independently carried out recipe campaigns, radio promotions, and protein awareness initiatives including World Protein Day observances.
Vision for 2026–27
The Pan India Broiler Coordination Committee now proposes to unify all state and integrator-level activities under one national platform.
In collaboration with apex industry bodies such as Poultry India, CLFMA of India, and National Egg Coordination Committee, the Committee plans to implement structured, continuous promotional activities throughout the year.
Beginning 2026–27, one coordinated national activity will be organized every quarter with active participation from all member states. Financial and strategic support from national bodies is being sought to strengthen this unified movement.
Through collective planning, disciplined production management, and sustained promotional efforts, the Pan India Broiler Coordination Committee remains committed to promoting affordable, high-quality protein for the nation and ensuring sustainable growth of the poultry sector.
All Poultry Journals & Journalists are supporting promotional activities of Chicken & Egg done by Pan India Broiler Coordination Committee (PIBCC) whole heartedly few journals have volunteered and published promotional posters in their magazines time and again. We sincerely thank poultry journalist for their support.
