Future Group’s apparel brands to spend Rs 25 crore on marketing

Future Brands is looking at investing around Rs 8-10 crore for the marketing and advertising of DJ&C. John Miller has a similar ad and marketing budget. Bare has an advertising budget of Rs 5-6 crore

Future Brands has announced the revamp of its six-year-old denim and casual wear brand, DJ&C (Denim Jeans and Casuals). An advertising campaign has been released, sporting the baseline, ‘Look Famous’.

DJ&C, currently a Rs 150 crore brand, is aiming to garner revenue of more than Rs 1,000 crore by 2010-11, reveals Santosh Desai, chief executive officer, Future Brands.

Future Group’s apparel brands to spend Rs 25 crore on marketing

The creative for the communication of the brand has been done by Pickles (the newly re-vamped SSC&B Lintas). The agency was given charge of the brand’s creative duties in October 2007. Television and outdoor have been used extensively for marketing the brand. Cinema facades have been put up, where, instead of a film poster, a DJ&C poster is placed under the ‘Now Showing’ banner. Store facades have been put up with illuminated DJ&C posters. Print ads have been released.

The brand targets 18-24-year-olds and claims to bring out the star potential in them.

Future Group owns three apparel brands, DJ&C, Bare and John Miller. Desai explains that each of the three caters to a different consumer segment. They differ in pricing, distribution focus (DJ&C is sold only at Big Bazaar, the other two are Pantaloon brands) and appeal.

Future Brands is looking at investing around Rs 8-10 crore for the marketing and advertising of DJ&C. John Miller has a similar ad and marketing budget. Bare has an advertising budget of Rs 5-6 crore.

Santosh Desai

In its recent TV commercial, the Big Bazaar brand ambassador, cricketer MS Dhoni, is shown taking the fashion quotient of the brand forward. Why only fashion when Big Bazaar has a lot more to talk about? Desai says, “Big Bazaar has a significant stake in the fashion industry. With such a figure, we think it is our responsibility to improve the sensibility of fashion, so that we get people to desire a finer sense of fashion. We have tried to develop the apparel market in the idea, and so we see Dhoni taking the fashion quotient forward.”

In terms of worth and size, at Rs 150 crore, DJ&C is the biggest amongst the three apparel brands. Bare is second in line, followed by John Miller, both of which are in the range of Rs 90-100 crore.

Future Brands launched five brands in 2007, Dreamline, Buffalo, Bare, John Miller and DJ&C. This year, it is looking at entering the skincare and sports footwear segments. It is also working on its food brands, Tasty Treat and Fresh & Pure, and its home solutions brand, Koryo. It is also considering launch of a fourth apparel brand.

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