Tag: Brand Factory

Brand Factory appoints Publicis Ambience as AoR

MUMBAI: Brand Factory, a Future Group concept chain, has announced the appointment of Publicis Ambience as its creative Agency on Record (AoR).

The mandate was won following a vigorously contested multi-agency pitch where Publicis Ambience edged out competition due to its superior brand and communication strategy that was in line with the brand’s core objective.

The erstwhile agency on the brand was Karma, part of the DDB Mudra Group.

As its creative partner, Publicis Ambience would offer complete integrated communications solutions including branding, advertising and marketing solutions. These would stretch across the traditional mediums comprising television, print, outdoor, ATL/BTL, etc.

Brand Factory chief marketing officer Roch D’Souza said, “In Publicis, we saw lot of enthusiasm and hunger for the category we are operating in. Our intent was very clear; we weren’t just looking for a creative agency but a business partner who understands the category, business aspects, markets we are operating in and the customer of Brand Factory. To which, Publicis did a good job. Also, having Bobby Pawar on board makes a lot of difference. He brings in lot of experience on table and has understood the potential of the Brand.”

Brand Factory is India’s leading chain of fashion discount stores that promises consumers a revolutionary discount shopping experience. Brand Factory offers more than 200 Indian and international brands at 20-70 per cent discount, 365 days a year. Merchandise available at Brand Factory stores include men’s formals, casuals, youth wear, women’s wear, sportswear, kids wear, footwear, luggage, accessories and more.

On winning the new mandate, Publicis Worldwide CCO and MD of South Asia Bobby Pawar mentioned, “I look forward to partnering Suresh Sadhwani, Roch D’Souza and their teams in exceeding their lofty ambitions for the brand and the business. Brand Factory disrupts the category and our efforts will be to engage with consumers in disruptive and effective ways. This win comes on the heels of many wins over the last few months.”

Bobby also signalled that Publicis will win some more accounts very soon.

Brand Factory has been around for the past 13 years and has made its way to all corners of India over the last four years. As of date, it is present in 28 cities with 69 stores displaying more than 200 plus brands. The goal is to reach 300 stores by 2020 and be counted as the leading fashion retailer offering top-notch fashion brands at discounted prices.

June 27, 2018
Brand Factory captures the essence of Mumbai through a musical rap

MUMBAI: Fashion discount chain, Brand Factory has used the magic of music to describe the city and the spirit of ‘Mumbaikars’.

Its #MadeForMumbai campaign uses identical traits that best defines Mumbai and Brand Factory. Created on a foot tapping musical rap, the lyrics describe Mumbai’s love for little things like bun maska with cutting chai and important festivities that sparkle the eyes of all Mumbaikars.

With massive discounts on over 200 original brands 365 days a year, Brand Factory offers a list of offers longer than the sparkling Queen’s necklace facing the shores of Mumbai. Executed by Circus Elephants, the music is composed to impactful lyrics by Shalini Sen and sung by the talented Revant Shergill. The one minute musical video is an ecstatic delight as it captures iconic places, beaches, cricket craze, undying love for street food and elements that make Mumbai.

Brand Factory CMO Roch D’souza says, “There Are Many similarities between Mumbai and Brand Factory. Just Like Cutting chai, Brand Factory is cutting Prices 365 days with discounts! We wanted to celebrate many such similarities with a song that imbibed the true spirit of Mumbai and that’s how #MadeForMumbai came to life through this film.”

Circus Elephants business director Ritesh Shastri adds,“It’s not that often when the brand custodians instruct and insist the agency to focus on content and not on the brand. It’s always a treat for an agency when the brand team knows what they want. It was definitely a very important project for us since it was our first association with Brand Factory.”

Increasing its presence all over Mumbai, Brand Factory opened its 10th swanky store located in Andheri, east. Within just a decade of operations Brand Factory has more than 69 stores in 28 cities across the country. #MadeForMumbai campaign has crossed over 1.7 Million views across digital platforms and has over 7K shares.

Known for its unique proposition, Brand Factory provides a minimum 20 per cent and upto 70 per cent discount on more than 200 original brands throughout the year. Some of the brands include Adidas, Reebok, Skechers, Fila, Spykar, Levis, PEPE, US Polo, Crocodile, Buffalo, Lee Cooper, Indigo Nation, London Bridge, Louis Philippe, John Miller, Turtle, Peter England, Huur, Srishti, Ethnicity, Gini & Jony, Mini Klub, VIP, Skybags, Caprese, Lavie and more.

June 18, 2018
#SpreadSmartness with Future Group’s Eid celebration

MUMBAI: Brand Factory, India’s fashion discount chain, part of Future Lifestyle Fashion presents its latest campaign called #SpreadSmartness this festive season.

The brand has launched a TVC called ‘Mir Ki Eid’, conceptualised and created by Karma – Division of DDB Mudra Group. Picturing a family celebrating Eid, the TVC narrates a tricky situation faced by the protagonist, ‘Mir’ when he meets his in-laws and how Brand Factory comes to his rescue.

Rendering a fresh perspective, the campaign uses situational humor to communicate that shopping at Brand Factory is the smartest thing to do. Adding an element of surprise, the TVC also promotes the special Buy 1 Get 1 offer which is on during Ramzan in a very interesting way.

Speaking about the campaign, Roch D’souza, CMO, Brand Factory says, “Keeping the tradition of infusing humor in real life situations, through this campaign we have tried to portray a modern take on gifting during festivals. As a brand, we want to be relevant in the lives of consumers during the festive season and give them an experience of the Best Brands at Smart Prices.”

Talking about the creatives of the campaign, Sanjay Panday, Business Partner Karma (Division of DDB Mudra Group) says, “We opted to portray a different perspective of shopping during festive occasions, rather than the typical emotional festive narrative. Whilst humorously showcasing the festive moments shared by families, the campaign encourages them to spend their money wisely by making the most of the best prices at Brand Factory.”

The campaign will be extensively promoted on television, OOH and all social media platforms. Buy 1 get 1 free offer is valid from 14th to 25th June across all Brand Factory outlets in the country.

June 13, 2017
Future Group unveils ‘Free Shopping Weekend’

MUMBAI: Brand Factory over the years has created many successful promos. Despite being on sale 365 days of the year they wanted to break the stereotype of a typical Sale which happens during this period. The need of the hour was to create a big day/s for shopping, increase awareness and establish a property as unique and unprecedented. We were actually offering Free Shopping to customers apart from giving them a flat 60 per cent discount.

Future Group Brand Factory CMO Roch D’souza said, “While each offer from Brand Factory is in itself a big deal, we wanted to create a campaign that will be direct and yet communicate the bigness of the offer. As we offer 20-70 per cent discount throughout the year, this was the biggest deal that Brand Factory or any retailer has ever offered to consumers. We believe that the campaign will be an iconic property that shoppers will remember for a long time. As a brand we have made big promises and have always delivered on the promises. Our offers are transparent and the proposition is delivered at the stores. Even in the Free Shopping Weekend, we are returning more than 100 per cent to the customer.”

DDB Mudra Group EVP & business partner Karma Sanjay Panday added, “The films are based on the typical consumer behaviour of how consumers get excited about small discounts and offers while shopping online or at a retail store when they feel they have done something very smart by grabbing the best deals. The idea was to make them realize that they can actually get it free instead of looking for discounts or offers at Brand Factory ‘Free Shopping Weekend.’ We took this insight and weaved it into 2 interesting daily life situations, ‘Boss Ji Ka Chamcha’ and ‘Love Gifts’ where both the protagonists behave as if they have grabbed a smart discount/offer only to make them realize their folly later that they could have got all of it for free. Thus the campaign idea of ‘Mauka hai smart bano.’”

December 15, 2016
Future Group unveils ‘Free Shopping Weekend’

MUMBAI: Brand Factory over the years has created many successful promos. Despite being on sale 365 days of the year they wanted to break the stereotype of a typical Sale which happens during this period. The need of the hour was to create a big day/s for shopping, increase awareness and establish a property as unique and unprecedented. We were actually offering Free Shopping to customers apart from giving them a flat 60 per cent discount.

Future Group Brand Factory CMO Roch D’souza said, “While each offer from Brand Factory is in itself a big deal, we wanted to create a campaign that will be direct and yet communicate the bigness of the offer. As we offer 20-70 per cent discount throughout the year, this was the biggest deal that Brand Factory or any retailer has ever offered to consumers. We believe that the campaign will be an iconic property that shoppers will remember for a long time. As a brand we have made big promises and have always delivered on the promises. Our offers are transparent and the proposition is delivered at the stores. Even in the Free Shopping Weekend, we are returning more than 100 per cent to the customer.”

DDB Mudra Group EVP & business partner Karma Sanjay Panday added, “The films are based on the typical consumer behaviour of how consumers get excited about small discounts and offers while shopping online or at a retail store when they feel they have done something very smart by grabbing the best deals. The idea was to make them realize that they can actually get it free instead of looking for discounts or offers at Brand Factory ‘Free Shopping Weekend.’ We took this insight and weaved it into 2 interesting daily life situations, ‘Boss Ji Ka Chamcha’ and ‘Love Gifts’ where both the protagonists behave as if they have grabbed a smart discount/offer only to make them realize their folly later that they could have got all of it for free. Thus the campaign idea of ‘Mauka hai smart bano.’”

December 15, 2016
Brand Factory offers ‘Biggest Clearance Sale’ this New Year

MUMBAI: New Year is here and it’s time to revamp your wardrobe. Dawn the new and stylish look as Brand Factory announces ‘Biggest Clearance Sale’ starting from 2 January to 2 February 2015. The discounts are available across Ladies, Men’s and Kids wear. The “Biggest Clearance Sale” offers the lowest prices on more than 100 brands spread across the entire collection.

Now you can buy top brands at rock bottom prices as more than 100 brands are participating in this incredible sale. Brands like Lee Cooper, Bare Denim, Buffalo, Rangmanch, Shrishti, RIG, UMM, Pink & Blue and many more, are a part of this marvelous offer. You name it, Brand Factory has it all.

New Year is all about new beginnings. So why not begin the glorious year with some Retail Therapy at Brand Factory. ‘Biggest Clearance Sale’ is happening at all Brand Factory stores across India in Ahmedabad, Thiruvananthapuram, Bangalore, Kolkata, Pune, Bhubaneswar, Chennai, Mumbai, Mangalore, Kanpur, Gwalior, Asansol and Hubli. Your favorite brand which you been eyeing for a while now and thought it might be just out of your league has just come closer. Brand Factory makes it possible for you to own it and flaunt it.

The entire merchandise starts at an unbelievable price of Rs 99/-

Speaking on the same, Roch D’souza, Marketing Head, Brand Factory says “We are India’s largest fashion discount destination and we offer discounts on all 365 days a year, on a host of national and international brands. Now, while the retailers are offering discounts, we indeed give our customers remarkable value based deals. With the ‘Biggest Clearance Sale’, we have offered our patrons hefty discounts and have topped it up with the sweetener of rock bottom prices on most of the top brands.”
The New Year celebration is still on at Brand Factory. So what are you waiting for? Rush to the nearest Brand Factory store and avail awesome discount deals!

December 31, 2014
Suzuki Motorcycle to spend around Rs 40 crore on Gixxer campaign

BENGALURU: Suzuki Motorcycles India Private Limited (SMIPL) announced the launch of its flagship 155cc bike Gixxer in Bengaluru.

SMIPL executive VP Atul Gupta said, “Loaded with exciting equipment, power, handling and trusted Suzuki quality, the Gixxer will make a statement without saying a word. It is an overall mix of elegant styling, classy on-road presence and promising performance, and will attract young bikers to rev up and ride. We expect Gixxer to create a strong foothold for itself in the market.”

He added, “Suzuki is keen on providing youth-centric products for the Indian customers at a very competitive price. Our track record of new launches iterates Suzuki’s legacy built on the ethos of credibility along with advanced, unmatched engineering. In tune with its endeavours to reach out to maximum potential buyers the motorcycle major is also coming up with a marketing campaign featuring the actor-endorser Salman Khan.”

The first phase of its TVC campaign has already begun, and will run until post the festival season. A TVC featuring the company’s brand ambassador Khan has been created by Hakuhodo Percept for Gixxer.

Industry sources reveal that the company will spend around 30-40 per cent of it’s approximately Rs 100 crore advertisement budget for FY-22015 on Gixxer.

“The company is targeting the 18-25 age group male, and apart from Colors TV channel in the HSM and the leading GECs in each of the regional markets, the Gixxer campaign will be aired on sports, lifestyle, music and niche channels,” said SMIPL national head of marketing Anu Anamika. Besides television, SMIPL is betting big on digital as well as print.

“We’d said that we would launch four products this year, Gixxer is the fourth one. Post Diwali we plan to launch a brand campaign. Our previous campaign had our brand ambassador Parineeti Chopra for our scooter Let’s,” added Anamika.

September 20, 2014