It is reliably learnt that Reliance Retail has called for a creative pitch. Top-level sources close to the development confirmed that Reliance would employ different agencies that would cater to each of the retail verticals separately. The size of the business is estimated at Rs 40 crore.
When contacted by exchange4media, Reliance Retail’s Corporate Communication department confirmed that a creative pitch was happening. “We are still in the process of inviting multiple creative agencies. The final list hasn’t been decided yet. The result will be announced in two months’ time,” said a source on condition of anonymity. He refused to divulge further details.
The source also clarified that those agencies on the roster of ADAG led by Anil Ambani would not qualify for the pitch.
Reliance Retail is a wholly-owned subsidiary of Reliance Industries, the Rs 25,000 crore ($5.60 billion) venture headed by Mukesh Ambani. Reliance Retail would build a business that would focus on competitive offerings to Indian consumers across several verticals.
The verticals are food and grocery, items of daily household consumption, apparels and footwear, electronic goods, lifestyle products and services, home essentials and improvements, farm implements and inputs, distribution of energy products and services, distribution of travel and financial services, entertainment and leisure experiences, health and well-being products and services, and educational products and services.
The media mix will be city-specific and, therefore, would mainly include print, outdoor and online. Sources say that it is maybe later that the company would foray into television commercials.