Reliance Fresh appoints Leo Burnett India and Indigo Consulting to handle the creative under the power of one mandate

Reliance Fresh, India’s leading neighbourhood retail chain, has awarded its creative and digital mandate to Leo Burnett India and Indigo Consulting – both part of the Publicis Groupe. Reliance Fresh is a one stop shop for fresh shopping, fresh savings and fresh happiness. Incepted in 2006, it has grown to become one of India’s leading supermarket and grocery retail chains and is now present in over 74 markets, with more than 520 stores and 3 million active customers and counting.

The business win comes after a multi-agency pitch and Leo Burnett India’s Mumbai office will be leading the account along with the Indigo Consulting team. The appointment will see the agencies responsible for integrated communications work, spanning brand strategy, creative, social and digital services. On its part, Indigo Consulting will help Reliance Fresh with its brand affinity, with the aim of bringing it to consumers’ consideration by leveraging select digital and social platforms.

Speaking about the announcement Damodar Mall, Chief Executive Officer – Grocery Retail said “We are happy to have Leo Burnett join us in the journey of Reliance Fresh - our retail format with the highest mindshare. In its current phase of confident growth and expansion, it was important for us to have the right partner to craft the brand’s creative language and identity. Going forward, with the renowned Leo Burnett team, we are sure Reliance Fresh’s expression will scale new heights.”

Speaking about the win Dheeraj Sinha, MD – India & Chief Strategy Officer, South Asia, Leo Burnett said, “Reliance Fresh is one of the fastest growing brands in their category and is well on its way to modernise and transform the way India does its grocery shopping. We are excited to be a part of this journey with the brand and are committed to build a strong narrative that will help embed the brand deeper into the local markets.”

Rakesh Hinduja, COO West, Leo Burnett further adds “We are very excited to welcome Reliance Fresh onboard. To crack a complex category like retail you need Wave 3 solutions and we are glad that team Reliance was on-boad with our thinking and we are looking forward to creating some really differentiated work for them.”

Rajesh Ghatge, CEO, Indigo Consulting, said, “It is safe to say that a vast majority of consumers discover, engage and transact with a retail brand on digital. Digital not only will help in driving the brand narrative but will also empower the consumer by making this narrative hyper contextual and hyper relevant to their need states. The category of fresh, frequent and regular shopping provides us opportunities to leverage data and serve the relevant and targeted communication to the brand’s consumers. We are excited to work on creating a seamless and channel agnostic solutions for Reliance Fresh at scale.”