Future Bazaar scouts for new creative agency

By Khushboo Tanna , afaqs!, Mumbai | In Advertising | June 11, 2008
The online portal wants the new agency to restage its brand identity with the launch of a new mass media campaign

Future Bazaar, & #BANNER1 & #the online shopping portal owned by the Future Group (formerly Pantaloon Retail India Ltd), is looking for a creative agency to handle its advertising duties, which include traditional, online and print. Mudra used to handle the creative duties for Future Bazaar till November; since then, the brand has been without a creative agency. The ad spend is estimated to be around Rs 30 crore.

Increased product offerings will also be integral to Future Bazaar's overall business strategy. Currently, Future Bazaar has around half a million SKU (stock keeping units) on its website, which it plans to increase to two million by next month. "New customer acquisition will form the bedrock of our efforts. We intend to provide triggers that drive change and adoption in shopping habits, not only with the current Internet audience, but among the wider urban consuming class," says Saujanya Shrivastava, senior vice-president, marketing, Future Bazaar.

Sankarson Banerjee, chief executive officer, Future Bazaar, says, "We have already successfully enhanced individual customer interactions through our new technology platform. With added innovation in marketing, we can transform the consumer experience and revolutionise the retail landscape."

Future Bazaar is also in the process of establishing an online bookstore called, which is currently in the last phase of development.