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Tag: Smart Bazaar

  • Smart Bazaar, gives retail therapy a makeover with Mccann’s new campaign

    Smart Bazaar, gives retail therapy a makeover with Mccann’s new campaign

    MUMBAI: When life upgrades from jugaad to joy, retail must follow suit. Smart Bazaar has roped in Mccann Worldgroup India for its latest campaign, a creative push that mirrors the country’s shift from “making do” to “living well”. Based on insights into evolving Indian households, the campaign spotlights how homes today are being redesigned with purpose organised kitchens, thoughtful bathrooms, and living spaces that blend function with flair. The message? Families no longer just seek affordability; they aspire to elevate everyday living with quality and comfort at the core.

    “Smart Bazaar isn’t just another retail chain; we are emerging as the value-first catalyst for everyday aspiration,” said Reliance Retail CMO Surabhi Sen noting how the brand aims to bridge necessity with desire. Mccann Worldgroup India CEO & CCO Prasoon Joshi added, “India is at a cultural inflection point. Families are realising that living well isn’t about luxury, it’s about dignity, joy, and shared values. With Smart Bazaar, we tapped into that truth and gave it an authentic yet aspirational voice.”

    With this collaboration, Smart Bazaar positions itself as more than just a marketplace, it’s pitching itself as a partner in everyday upgrades, making better living accessible to households across India.

     

  • Smart Bazaar and McCann reframe retail with ‘living well’ campaign

    Smart Bazaar and McCann reframe retail with ‘living well’ campaign

    MUMBAI: Smart Bazaar has teamed up with McCann Worldgroup India to roll out a fresh brand campaign that captures a cultural shift sweeping through Indian homes, the move from ‘making do’ to ‘living well’.

    The films spotlight how everyday spaces such as kitchens, bathrooms, living rooms, are being reimagined with more intention, reflecting dignity, pride and a desire for quality. At the centre of this change are women, the everyday architects of aspiration, turning homes into reflections of both dreams and needs.

    “This is not just about retail, it’s about enabling aspiration,” said Reliance Retail, CMO, Surabhi Sen. “Consumers today want both savings and quality, and Smart Bazaar bridges that gap, turning everyday upgrades into everyday reality.”

    McCann Worldgroup’s CEO and CCO Prasoon Joshi added, “India is at a cultural inflection point. Living well is no longer a luxury, it’s dignity and joy. With Smart Bazaar, we tapped into a truth quietly redefining daily life.”

    The campaign, featuring films like Masterchef, Twinning, Twins and Shepreneur, positions Smart Bazaar not merely as a store but as a cultural enabler, making quality living accessible to all.

  • Kyunki Saas Bhi Kabhi Bahu Thi records over 1.6 billion minutes watch time in launch week

    Kyunki Saas Bhi Kabhi Bahu Thi records over 1.6 billion minutes watch time in launch week

    MUMBAI: Kyunki Saas Bhi Kabhi Bahu Thi made a historic return to Indian television on 29 July and the response was nothing short of phenomenal. The show clocked 1.659 billion minutes of watch time on Star Plus and JioHotstar in its launch week, an extraordinary testament to its enduring appeal, reasserting its iconic status in India’s entertainment landscape. Drawing 31.1 million viewers on TV in just the first four days, and reaching millions more on streaming, the show has shattered records to become the biggest-ever GEC fiction launch on TV & digital streaming.

    The launch episode alone drew 15.4 million viewers on Star Plus, making it the highest-rated fiction premiere in recent history. The returning season’s massive opening on JioHotstar,  underscores the growing appetite for daily storytelling on streaming platforms and marks a pivotal moment for the evolution of fiction content in India’s digital entertainment landscape. This is the new high in the fiction journey, proving that daily drama, when reimagined along with streaming, can drive both cultural resonance and massive reach.

    “The return of Kyunki Saas Bhi Kabhi Bahu Thi has proven that great storytelling never loses its power. We approached this launch with a two-fold vision: to reignite the deep nostalgia associated with one of India’s most iconic shows, while also crafting a contemporary storyline and viewing experience that resonates with today’s audiences. The record-breaking numbers across Star Plus and JioHotstar reaffirm our belief in the timeless appeal of compelling narratives. This launch is a cultural moment that bridges generations, and we are proud to have delivered it to millions of homes across platforms,” said Sumanta Bose, head of cluster, entertainment (Star Plus and Bharat, Bengali, Marathi and Gujarati), JioStar.

    The premiere also drove large-scale organic conversations online, with 17,300 mentions and 86 per cent positive sentiment, underscoring the deep emotional connection and multi-generational pull of the show. The conversations were driven by nostalgia, connection with the star cast and fan anticipation, positioning Kyunki as both a cultural and content milestone.

    With its commanding return across TV and streaming platforms, Kyunki Saas Bhi Kabhi Bahu Thi has not only revived a beloved legacy but also set the stage for a new era of appointment viewing, combining the mass reach of television with the deep engagement of digital streaming.

    The return has revitalized the fiction landscape, drawing significant attention from viewers and advertisers alike. The show had captured the interest of advertisers early on with Tide+, Kalyan Jewellers, and Maruti Suzuki India serving as co-presenting sponsors, with Fortune Soyabean Oil, Colgate, and Smart Bazaar joining as co-powered sponsors along with White Tone Face Cream and Good Knight as Special Partners on television. The digital platform JioHotstar features Kalyan Jewellers and Maruti Suzuki in co-presenting roles, Colgate, Fortune Chakki Fresh Atta, Uti Mutual Fund, Tata Consumer Products, and SMART Bazaar as co-powered by sponsors alongside Mankind Pharma – Prega News as a Special Partner.

    Source:

    * BARC, India U+R, 2+, SD+HD, Cume Reach Mn* Time Spent, W30’25

    **BARC, India U+R, 2+, SD+HD, Cume Reach Mn, W30’25

    ***BARC, India U+R, 2+, SD+HD, Cume Reach Mn, Original Programming, 29th July 2025 – W30’25

    JHS Viewers, JHS Data, Distillery

  • JioStar reignites the Kyunki effect, locks in eight big-brand sponsors

    JioStar reignites the Kyunki effect, locks in eight big-brand sponsors

    MUMBAI: The much-anticipated return of Kyunki Saas Bhi Kabhi Bahu Thi has sent waves of excitement across living rooms and boardrooms. Ahead of its July 29 premiere, eight marquee brands have already signed on, betting big on the enduring cultural clout of the daily prime-time juggernaut.

    On Star Plus, Tide+, Kalyan Jewellers, and Maruti Suzuki India co-present the show, with Fortune Soyabean Oil, Colgate, and Smart Bazaar joining as co-powered sponsors. Over on JioHotstar, Kalyan Jewellers and Maruti Suzuki return as co-presenters, alongside Fortune Chakki Fresh Atta, UTI Mutual Fund, and Smart Bazaar, bringing the brand tally to a powerful eight across platforms.

    The advertiser playbook spans everything from TV integrations and graphic placements to JioHotstar’s arsenal of branded feature trays, pause ads, co-branded vignettes, and even interactive quizzes, ensuring visibility from screen to stream.

    “The return of Kyunki is a full-spectrum media moment. The show is a multi-generational IP which brings together a powerful blend of nostalgia, reach and cultural depth, which helps connect family members together, each finding their own story in the same narrative. Very few properties offer that kind of intergenerational resonance today, and Kyunki delivers on that with precision.We’re thrilled to see such strong interest from brands who recognise the long-term value this property offers across both TV and digital,” said JioStar head of revenue, entertainment & international, Ajit Varghese.

    Produced by Balaji Telefilms, the reboot marks 25 years since the show’s debut, bringing back Smriti Irani’s iconic Tulsi and Amar Upadhyay’s Mihir while introducing a new generation to the Virani universe. With a seven-day-a-week schedule and a dual-platform strategy marrying Star Plus’s reach with JioHotstar’s precision targeting, Kyunki is set to be 2025’s tentpole event for viewers and advertisers alike.

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