FCB Ulka wins creative mandate of Reliance Smart

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

e4m by exchange4media Staff
Updated: Sep 12, 2019 3:01 PM

 FCB Ulka has been awarded Reliance Smart’s creative mandate, following a multi-agency pitch.

The 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.

Speaking on the win, Kulvinder Ahluwalia, President, Mumbai, FCB Ulka, 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 launch pad for a slew of cross media initiatives.”

Damodar Mall, CEO Reliance Grocery Retail, added, “Reliance Smart is growing and expanding fast across the country.  Our supermarkets deliver unmatched value and experience to middle -mass 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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