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Future Group plans ad spend of Rs 50 crore
The company has allotted an ambitious ad spend of Rs 50 crore for the four brands, but how much of this will be allotted to each brand is still to be decided
The Kishore Biyani owned Future Group has begun to bring the advertising for some of its brands into motion. It has hired two creative agencies, Publicis Worldwide's holistic communications services provider- Publicis Dialog, and SSC&B Lintas. Four of its brands – John Miller, DJ&C, Dreamline and Buffalo – have been divided up between the two.
Publicis Dialog is in-charge of Dreamline and Buffalo, and John Miller and DJ&C will be taken care of by SSC&B Lintas. The two agencies will handle the creative duties for various brands of the group, as and when the need is felt for an agency.
Dreamline, which was launched in May, offers an entire range of home solutions, with products such as Dream Kitchen, Dream Bed & Bath, Dream Décor and Dream Furniture. John Miller, an executive attire brand, offers formal shirts, trousers, blazers, suits and accessories, and has been in the market for a decade.
DJ&C is a denim and casual wear brand and about five years old. Buffalo went through a re-engineering of brand positioning, price segments and target groups when it was acquired by Future Brands. It comprises a range of denim jeans, casual wear and accessories.
The company launched the print (in dailies) and outdoor campaign for John Miller on October 7, beginning with Kolkata, in time for Durga Puja. The national launch will take place through television and will be on air in two weeks.
Endorsed by actor Hema Malini, Dreamline was launched in dailies across the country, and is currently running in women’s magazines as well. A TVC for the brand will be aired in about two months. The communication for DJ&C and Buffalo is still being shaped.
Santosh Desai |
Of the four brands, John Miller is the only one that has been advertised in the past, but even that was 10 years ago. Dhar & Hoon handled the creative duties for the brand at the time. DJ&C had a minor local agency promotion. Dreamline, which is a new brand, is preparing for its first mass market launch. Buffalo, which has been in the market for some time, but which, because of its fresh positioning, is almost like a new entrant, is also gearing up for a first-time all-market launch.
Dreamline products are available across Big Bazaar, HomeTown and, in some areas, Pantaloon stores. Pantaloon, Brand Factory and Central stores will stock John Miller products. Buffalo will be available at Big Bazaar, Pantaloon and Central outlets. DJ&C will be available only at Big Bazaar.
Desai reveals that another three brands in the apparel and FMCG segments, are awaiting launch this year. The creative duties for these, he says, will be be allotted to either of the two agencies, Publicis Dialog or SSC&B Lintas. ZenithOptimedia handles the media planning for the Future Group and Starcom’s Future Works handles the group’s media buying.