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Future Group bullish on; ropes in M&C Saatchi

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Future Group bullish on; ropes in M&C Saatchi

Future Group has some aggressive plans lined up for, the digital retailing arm of the group. Taking this move forward, the group has launched ‘The Battle’, a unique shopping initiative in the digital retail space. The Battle – lasting for 96 hours non-stop – will have consumers vying to posses the cheapest consumer electronics with genuine manufacturer’s warranty.

The launch of this initiative coincides with a fresh brand design along with a 360 degree marketing and communication plan. M&C Saatchi has been appointed to handle the creative mandate for The entire initiative will be launched with a multimedia marketing campaign comprising television, print, online, radio and social media.

It is understood that the budget allocated for the current multi-media campaign is estimated in the range of Rs 10-12 crore. Supporting the campaign, is also the associate TV sponsor for the India-Australia Test and ODI series starting October 1, 2010.

Elaborating on the Group’s plans in an official statement, Kishore Biyani, Group Chief Executive Officer, Future Group, said, “Few will disagree that India is at the brink of a digital revolution. Many of us are now spending anywhere between 12 hours and 15 hours on digital platforms like laptops, desktops, televisions, mobile phones, etc. Our digital commerce strategy looks beyond just the Internet by bringing in customers from multiple platforms – whether online or offline, both in terms of accessing the offers as well as making payments. Through this launch from, we aim to empower Indian males in the 21-44 age group to indulge in aspirational purchases at unbeatable prices and guaranteed quality. We believe that this initiative will set the stage for digital retail to contribute a substantial part of our overall revenues and will possibly start a D-Commerce revolution within the country.”

The first ‘Battle’ will allow consumers to buy their favourite mobiles at the lowest prices in the market. The lowest price guarantee is an outcome of the strong sourcing leverage that Future Group brings on the table and this will now be available digitally and be delivered to the customers’ home or office free of cost.

With the festive season round the corner, this initiative is expected to create a rage in the electronics marketplace. Customers can place their orders not only through the online portal, but also through dedicated phone lines, which is powered by a specialised call centre network.

The company has collaborated with leading mobile phone brands in the country to offer deals that are exclusive only to and thus providing the maximum value across any online or offline mobile retailing network. Purchases can be made either online or on phone (1800 200 9495), thereby giving the consumer multiple purchase modes.

However, to facilitate the maximum possible payment mechanisms for customers logging on to the site or placing orders offline through phones, has tied up with a number of banks and financial intermediaries. Payments for products purchased can be made at all ICICI Bank branches across the country as well as Suvidhaa kiosks. In addition, there are multiple payment options, including cash, cheque, credit card, debit card, M-Chek. All products shall be delivered to the consumer within nine working days.

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