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FCB Ulka wins creative mandate for Reliance Smart

The IPG agency will lead 360-degree communication for the brand

Reliance Smart has awarded its creative mandate to FCB Ulka, following a multi-agency pitch. The IPG agency will lead the creative mandate for Reliance Smart powered with 360-degree communication strategies across platforms as the brand charts its course for the next phase of growth.

Reliance Smart, in an attempt to make themselves synonymous to every Indian consumer promises superstores serving the needs of today’s smart and value-seeking customers. Reliance Smart offers an unparalleled shopping experience for the consumers at its stores across the country by offering fresh produce, bakery, dairy products, home and personal care products, general merchandise all at fabulous round the year discounts.

Kulvinder Ahluwalia

Speaking on the win, Kulvinder Ahluwalia, President - Mumbai, FCBUlka, said, “We are delighted to partner Reliance Smart in their journey towards leadership in the Indian retail market. It was a challenging brief and we believe the FCB philosophy of Never Finished helped us unearth fresh insights into the category and create a differentiated platform for the brand that will serve as a launchpad for a slew of cross-media initiatives.”

Damodar Mall

Speaking on occasion, Damodar Mall, CEO Reliance Grocery Retail, said, “Reliance Smart is growing and expanding fast across the country.  Our supermarkets deliver unmatched value and experience to middle -man India. Getting the right creative partner who intuitively understands the Indian family consumer was vital for Reliance SMART.  FCB Ulka Team’s understanding of the consumer and the tonality of the brand was an important factor. With this partnership we look forward to building a strong mindshare for Reliance SMART.  Look forward to lots of ‘SMART GIRI’, together.”

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