Big Bazaar goes in for an image makeover

Future Group's Kishore Biyani is making an effort to change the company's brand image with a new tagline 'Making India Beautiful'.

With a 52-week long marketing campaign, the company will launch 52 advertisements, one each week, on 52 insights from the lives of the common Indian. It would reflect the changes happening in Indian society, said Biyani, adding that the campaign will represent how Big Bazaar helps people add newness to their lives. Big Bazaar is a hypermarket chain owned by the Future Group.

Future Group has changed its brand identity several times. "The world is changing very fast and so should a company's brand image," says Biyani. "A company should change its brand image every five years," he told journalists at the launch event on Thursday, where a few of the initial advertisements were shown.

The campaign, executed by DDB Mudra Group, will feature a different product in every advertisement. All these products are being sold at the 230 plus Big Bazaar stores in 95 Indian cities across different categories such as apparel, home and kitchen ware, along with various fast moving consumer goods (FMCG). DDB Mudra Group's head Madhukar Kamath and its chairman and chief creative officer Sonal Dabral are working together with a team at Big Bazaar to create the campaign.

The hypermarket operator has set aside a budget of over Rs 100 crore for the initiative. Biyani also said the company would tie up with various regional publications to promote the campaigns on a weekly basis.

Indeed, FMCG firm HUL has similar plans. It had said about a week back that it has associated with youth channel MTV to launch MTV Films, which will release six films on television over the next six months based on the brand philosophies of its portfolio products such as Sunsilk, Ponds, Tresemme, Close Up and Lakme.