Future Group: Livin' the Future

Indian brick and mortar retail giant the Future Group launched a multi-channel campaign to address misconceptions about the brand in order to improve its valuation and attract essential investment.

Campaign details

Brand: Future GroupBrand owner: Future GroupAgency: TBWA\IndiaMarket: IndiaIndustries: Retail industry (general)Media channels: Newspapers, Online display, Outdoor, out-of-homeBudget: Up to 500k

Executive summary

Brick and mortar retail was under threat from e-commerce. Future Group, India's pioneering modern retail network, was also battling negative perceptions while looking for investments. Reinvigorating the brand image created game-changing opportunities for Future Group.

The challenge: Change misperceptions about the Future Group to focus on the possibilities of its reality.

The insight: In a fast changing world, yesterday's misconceptions are...

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