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Kishore Biyani owned Future
Group has set the wheels rolling on its advertising for some of its brands. Hiring
two creative agencies, Publicis Dialog, and SSC&B Lintas, the group has split
four of its brands - John Miller, DJ&C, Dreamline and Buffalo between the
two. Publicis Dialog
has Dreamline and Buffalo, while John Miller and DJ&C went to SSC&B Lintas.
The agencies
will manage the creative duties for the group''s various brands, depending on whenever
a need is felt for an agency. Launched
in May, Dreamline offers a range of home solutions, with products including Dream
Kitchen, Dream Bed & Bath, Dream Décor and Dream Furniture. John
Miller is an executive attire brand that spans formal shirts, trousers, blazers,
suits and accessories. It has been in the market for about a decade. DJ&C
is a five-year old denim and casual wear brand. Buffalo comprises a range of denim
jeans, casual wear, and accessories. For
the four brands, The Future Group has earmarked an ad spend of Rs50 crore. The
allocation to each individual brand is still unknown. Kicking
off the campaign on 7 October, the company launched the print and outdoor advertising
for John Miller with Kolkata, just ahead of the festivities of Durga Puja. The
nation wide launch through television is scheduled for about two weeks. Dreamline
has actress Hema Malini as brand ambassador, with the campaign running in dailies
across the country, and in women''s magazines as well. The TV campaign is reportedly
scheduled for two months down the line. Dreamline is marketed across the group''s
retail formats Big Bazaar, HomeTown and, in some areas, Pantaloon stores.
also see : Other
reports on Future Group
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