Following a multi-agency pitch announced in October 2010, Reliance Retail has finally decided upon its creative partner. The retail business wing of Reliance Industries Ltd (RIL) has brought on board Leo Burnett India as its creative AOR.
It is believed that the entire Reliance Retail portfolio was included in the pitch. Reliance Retail currently has 12 verticals that include Reliance Fresh (Super Market), Reliance Mart, Reliance Digital, Reliance Trends, Reliance Wellness, Reliance Super (Mini-Hypermarket), Reliance Footprint, Reliance Timeout, Reliance istore, Reliance Jewels, Reliance AutoZone and Reliance Living Homeware.
Advertising for Reliance Retail has involved print and broadcast ads, packaging outer, catalogues, directories, billboards, symbols and logos, and audio materials. The review had included majority of the BTL activities.
When contacted, neither the client nor the agency commented on the account win. However, sources close to the development have confirmed the win. The estimated ad spend could not be ascertained but is said to be substantial.
Launched in 2006 with a vision to generate inclusive growth and prosperity for farmers, vendor partners, small shopkeepers and consumers, Reliance Retail Ltd was set up to lead Reliance Group’s foray into organised retail.