Future TV to engage consumers of grocery chain Foodland Fresh

By afaqs! news bureau , afaqs!, New Delhi | In OOH News
Last updated : October 15, 2008
The grocery store chain will use Future TV's LCD screens to share product information with shoppers


TV, the retailscape television network from Future Media, has acquired exclusive rights to install and operate its screens at the Radhakrishna Group's Foodland Fresh chain of food and grocery stores. This arrangement will ensure exclusivity to Future TV screens in the Foodland Fresh outlets across Mumbai and its extended suburbs, Navi Mumbai and Thane.

The network will comprise of Sony Bravia LCD screens of various sizes to be placed at strategic locations within the Foodland Fresh stores. Content relevant to the consumers and contextual to the food and grocery format and its ambience will be aired.

Ajay Bose, director, business development, Future Media, tells afaqs!, "The LCD screens have been put up in 38 stores across Mumbai. On an average, four-five screens have been installed in each Foodland Fresh store. We aim to provide information to consumers which will make them aware of the products available in the store. This will include information about special offers."

As of now, the screens will not be used for advertising and content will be in sync with the format of the store. Bose adds, "Nowadays, grocery stores are spacious and it's a boring task to go through the entire store for a particular commodity. Our screens will make sure that consumers are shown relevant information on the strategically positioned screens."

For now, the tie up will be based on a revenue sharing model between the two entities and Bose says that a clearer picture of expected profits will only be known in the next couple of months.

In an official communiqué, Ivan Rodrigues, vice-president, formats and marketing, Foodland Fresh, says, "Future TV is a renowned consumer brand in the retail space, having access to a large bouquet of brands which will prove beneficial for us, too. We are happy with the association and hope to have a mutually beneficial relationship going forward."

For the record, Future Media is a part of the Future Group which owns Pantaloons, Big Bazaar, Food Bazaar, Central and Home Town. It manages multiple retail formats through four million square feet of retail space and has more than 500 stores across 50 cities in India.

This arrangement with Foodland Fresh is part of Future TV's strategy to expand its presence beyond the Future Group stores. Earlier this year, the network had announced its foray into non-Future Group stores with the acquisition of media rights of R-Mall and Oberoi Mall in Mumbai and the My Dollar Store chain.

The company is in talks with various organisations for similar tie ups. Future Media sees target clients in financial, banking, insurance and the FMCG sector.

First Published : October 15, 2008
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