... and the new tagline reads "Co-Founders of The New".
On May 6, the Delhi edition of The Economic Times carried a front-page ad for Mumbai-based retail conglomerate Future Group, flaunting its new tagline that caught our attention. Displaying the same logo, the new brand tagline reads - Co-Founders of The New.
Easily identifiable or relatable taglines have often proved to be game-changers for businesses and some even went on to symbolise respective brands for an entire generation or more. From Nike's "Just Do it" to Apple's "Think Different" or KFC's "It's finger-lickin' good", we're not going to run short of examples here.
As we dig deeper, this is not the first time the Kishore Biyani-led brand has changed its tagline. It started with - India Tomorrow - back in 2006, only to be changed to - Udna hai. Aaj. Abhi - in 2011.
The brand recently restricted itself to food, fashion and home furnishing verticals. At the recently concluded Retail Leadership Summit, Future Group founder and CEO Kishore Biyani, was quoted saying, "We missed the bus on internet commerce, so we are getting into data-driven commerce now (with its blended commerce model, Tathastu)."
Future Retail, the flagship company of Future Group, currently has a presence in over 250 cities across the country with over 12 million square feet of retail space. It presently runs around 1600 odd stores across food, grocery and general merchandise segments.
Future Supply Chain Solutions (FSC) launched the INDIA FOOD GRID, a network of 38 Integrated Food Distribution Centres (IFDC) across the length and breadth of the country. These aim to provide a pan-India reach (they will manage distribution right from the manufacturing hubs to the final point of consumption).
It's also interesting to note that Future Group-owned Big Bazaar, the large retail chain, went through a complete image makeover (both in terms of logo and tagline) on completing 10 years of operation in the country. The new tagline - Naye India Ka Bazaar - replaced the older one - Isse Sasta Aur Accha Kahin Nahin.
Big Bazaar also operates other retail chains, including Central, Food Bazaar, Home Town, and eZone.
Future Group has also changed its brand identity several times in the past. A quick throwback to 2014, when the company made an effort to change its brand image with a new tagline - Making India Beautiful - a Business Today article quoted Biyani as saying, "The world is changing very fast and so should a company's brand image. A company should change its brand image every five years."
But, is the new tagline going to help the brand grow its business? We'll have to wait and see.