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Future Group cashes in on IPL

By FashionUnited

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India’s biggest retailer, the Future Group, is investing in the Indian Premier League (IPL) for the

first time. The company plans to invest Rs 20 crores to buy airtime, apart from setting aside a marketing budget of Rs 250 crores for the year. Plans are also on to push new categories within its Big Bazaar and FBB (Fashion for Big Bazaar) outlets with its new campaign: ‘Big Bazaar, Making India Beautiful’. The Future Group witnesses a turnover of over Rs 8,000 crores contributed by 225 Big Bazaar and FBB stores.

Advertising on the television with a series of commercials focusing categories such as linen shirts, trolleys, denim wear, cook tops and hot pants, Big Bazaar aims to reach out to a wider consumer base. Moving away from the print media, which it stuck to all these years, the group would now explore other channels of advertising along with significant investments in television.

Also to reduce debt and turn profitable, Future Group plans to hive off some its private brands as separate entities apart from retailing at its own stores. Sighting high margins earned through lifestyle segment, the group has decided to push the private brands under its portfolio.

Future Group