Smart Bazaar has appointed McCann Worldgroup India to lead its brand communication efforts. The agency has been tasked with developing a campaign that highlights a shift in consumer behaviour from ‘making do’ to ‘living well’.
Commenting on the campaign, Surabhi Sen, CMO, Reliance Retail, said: “Smart Bazaar isn’t just another retail chain; we are emerging as the value-first catalyst for everyday aspiration. In today’s world, consumers seek both savings and quality. Smart Bazaar is not just a store, but an enabler—bridging necessity with desire and making everyday upgrading possible.”
The brand has also launched new campaigns in line with this messaging.
Prasoon Joshi, CEO & CCO, McCann Worldgroup India, said: “India is at a cultural inflection point. Families across the country are embracing the idea that living well is not about luxury, but about dignity, joy and shared values. At McCann Worldgroup, we believe the best work comes when brands tap into such human truths. With Smart Bazaar, we decoded a shift that is quietly redefining everyday life in India—and gave it a voice that is both authentic and aspirational.”
