Big Bazaar’s marketing push takes on Amazon
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Big Bazaar’s marketing push takes on Amazon
John Sarkar / TNN / May 10, 2021, 06:26 IST
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NEW DELHI: Future Group’s brick-and-mortar superstore chain Big Bazaar, which is ramping up its two-hour home delivery across India during the pandemic, is set to launch a marketing blitzkrieg that will allegedly take potshots at US etailer Amazon.While Amazon, which is locked in a fierce legal battle with the Kishore Biyaniled Future Group, has been running an advertising campaign since 2016 with the tagline ‘India ki Apni Dukaan’ (India’s own shop), Big Bazaar’s tagline will now read ‘India ki Asli Dukan’ (India’s original shop), said people familiar with the development.
Kishore Biyani s Big Bazaar set to launch marketing blitzkrieg to take on Amazon
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Synopsis
While Amazon, which is locked in a fierce legal battle with the Kishore Biyani-led Future Group, has been running an advertising campaign since 2016 with the tagline ‘India ki Apni Dukaan’ (India’s own shop), Big Bazaar’s tagline will now read ‘India ki Asli Dukan’ (India’s original shop), said people familiar with the development.
Big Bazaar’s move comes at a time, when the debt-laden Future Group is looking at ways to put its assets to better use, while its Rs 24,700-crore proposed deal with Reliance (RIL) hangs in the balance.