Carrefour, the world’s largest retailer after Walmart, has awarded its creative mandate to Dialogue Factory, the experiential marketing division of GroupM.
Carrefour officials confirmed the development to exchange4media.
The multi-agency pitch, that involved eight agencies, happened in November in Delhi National Capital Region. The creative duties of the brand were earlier with Publicis Capital.
Carrefour is a French multi-national retailer headquartered in Boulogne Billancourt, France. The group, known for its supermarket and convenience store format in other parts of the world, opened the first cash and carry store in Delhi in December 2010 and the second in Jaipur in 2011. The store houses an array of merchandise in both, food and non food sections, ranging from grocery – food, grocery – non food, fresh, durables, electronics and appliances, and apparel and accessories.
Like some other retail majors such as Walmart and Tesco, it has been waiting for India to increase FDI (foreign direct investment) in multi-brand retail. The Cabinet’s decision earlier this year to allow up to 51 per cent FDI in multi-brand retail has paved the way for the much-awaited entry of foreign retail giants into the $450 billion retail market.
Dialogue Factory, headed by Dalveer Singh, manages activations across both, rural and urban markets. The creative strategic unit has worked on brands such as HUL, Max Healthcare, Nokia, Aditya Birla Group, Big FM, Colgate and Glaxo Smithkilne.