In a strategic move, Starcom MediaVest Group, a leading media network in India, has floated a second agency to handle the media duties of Kishore Biyani’s The Future Group. This is only the second time in India’s advertising history an agency has been set up exclusively for a business group. Almost a decade ago, JWT (formerly known as HTA) had set up a dedicated media agency ‘Fulcrum’ to handle Hindustan Lever Ltd.
The Future Group has earmarked an ad budget of Rs 200 crore this year. Headquartered in Mumbai, Starcom's new agency FutureWorks will exclusively work for the media strategy and investment needs of The Future Group’s six companies in India. In June, 1995, HTA had launched Fulcrum to handle HLL’s FMCG business and Starcom has now revived the concept of second media agency in India – to handle a retail brand. The Future Group’s brands include, Pantaloon Retail, Home Solutions Retail India, Indus League Clothing, Galaxy Entertainment, among others. Company has explained the rationale behind the new launch, that communication needs of a retail brand are fundamentally different from that of packaged foods and other classical categories.
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