Reliance Fresh hires Leo Burnett and Indigo consulting
The agencies will handle the creative and digital mandate respectively
Oct 30, 2019 12:03:00 PM | Article | Campaign India Team
Retail chain, Reliance Fresh has awarded its creative and digital mandate to Leo Burnett India and Indigo Consulting.
The business win comes after a multi-agency pitch and Leo Burnett India’s Mumbai office will be leading the account along with the Indigo Consulting team. The appointment will see the agencies responsible for integrated communications work, spanning brand strategy, creative, social and digital services. On its part, Indigo Consulting will help Reliance Fresh with its brand affinity, with the aim of bringing it to consumers’ consideration by leveraging select digital and social platforms.
Damodar Mall, CEO – Grocery Retail, Reliance said “In its current phase of growth and expansion, it was important for us to have the right partner to craft the brand’s creative language and identity. Going forward, with the Leo Burnett team, we are sure Reliance Fresh’s expression will scale new heights.”
Dheeraj Sinha, MD – India and chief strategy officer, South Asia, Leo Burnett said, “Reliance Fresh is one of the fastest growing brands in their category and is well on its way to modernise and transform the way India does its grocery shopping. We are committed to build a strong narrative that will help embed the brand deeper into the local markets.”
Rakesh Hinduja, COO West, Leo Burnett added, “To crack a complex category like retail you need Wave 3 solutions and we are glad that team Reliance was on-board with our thinking and we are looking forward to creating some really differentiated work for them.”
Rajesh Ghatge, CEO, Indigo Consulting, said, “It is safe to say that a vast majority of consumers discover, engage and transact with a retail brand on digital. The category of fresh, frequent and regular shopping provides us opportunities to leverage data and serve the relevant and targeted communication to the brand’s consumers.”