Reliance Smart appoints FCB Ulka as Agency On Record

Reliance Smart has awarded its creative mandate to FCB Ulka, following a multi-agency pitch. FCB Ulka will lead the creative mandate for Reliance Smart, powered with 360-degree communication strategies across platforms as the brand charts its course for the next phase of growth. 

Reliance Smart aims to provide superstores that will serve the needs of today’s smart and value seeking customers. It offers an un-paralleled shopping experience at its stores across the country by offering fresh produce, bakery, dairy products, home & personal care products, and general merchandise at round the year discounts. 

Speaking on the win, Kulvinder Ahluwalia, President - Mumbai, FCB Ulka, said, “We are delighted to partner Reliance Smart in their journey towards leadership in the Indian retail market. It was a challenging brief and we believe the FCB philosophy of ‘Never Finished’ helped us unearth fresh insights into the category and create a differentiated platform for the brand that will serve as a launchpad for a slew of cross media initiatives.” 

Speaking on occasion, Damodar Mall, CEO, Reliance Grocery Retail, said, “Reliance Smart is growing and expanding fast across the country. Our supermarkets deliver unmatched value and experience to Indian consumers. Getting the right creative partner who intuitively understands the Indian family consumer was vital for Reliance Smart. FCB Ulka team’s understanding of the consumer and the tonality of the brand was an important factor. With this partnership, we look forward to building a strong mindshare for Reliance Smart and look forward to lots of ‘Smartgiri’ together.”