Big Bazaar to go Rs 100 cr marketing campaign

The country's largest retailer, Future, will launch its biggest marketing campaign in a decade on March 24. The Rs 100-crore marketing exercise, which will run for a year, will feature a new ad film every week. Future group's Big Bazaar will push its private labels as well as known fast moving consumer goods that do well at its stores, projecting how the retailer is at the centre of changing consumer lifestyles and fashion.

Effectively, Big Bazaar will use the marketing campaign, which will play on mass media as well as social media, to reposition itself as a change agent rather than a player who provides the deepest discounts in the business.

"The new tagline for Big Bazaar will be Making India Beautiful," Future Group CEO Kishore Biyani said in a media briefing today.