FCB Ulka bags Reliance Smart's creative mandate

Reliance Smart has appointed FCB Ulka to handle its creative mandate following a multi-agency pitch.

 

Damodar Mall, CEO, Reliance Grocery Retail, said, “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 ‘Smartgiri’, together.”

 

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 launchpad for a slew of cross media initiatives.”

Reliance Smart 

 

Reliance Smart are a chain of supermarkets around the country.