Future Group planning an ad spend of Rs 50 crore

Kishore Biyani-owned Future Group has set the wheels rolling on its advertising for some of its brands. Hiring two creative agencies, Publicis Dialog, and SSC&B Lintas, the group has split four of its brands - John Miller, DJ&C, Dreamline and Buffalo between the two.

Publicis Dialog has Dreamline and Buffalo, while John Miller and DJ&C went to SSC&B Lintas.

The agencies will manage the creative duties for the group's various brands, depending on whenever a need is felt for an agency.

Launched in May, Dreamline offers a range of home solutions, with products including Dream Kitchen, Dream Bed & Bath, Dream Décor and Dream Furniture.

John Miller is an executive attire brand that spans formal shirts, trousers, blazers, suits and accessories. It has been in the market for about a decade.

DJ&C is a five-year old denim and casual wear brand. Buffalo comprises a range of denim jeans, casual wear, and accessories.

For the four brands, the Future Group has earmarked an ad spend of Rs 50 crore. The allocation to each individual brand is still unknown.

Kicking off the campaign on 7 October, the company launched the print and outdoor advertising for John Miller with Kolkata, just ahead of the festivities of Durga Puja. The nation wide launch through television is scheduled for about two weeks.

Dreamline has actress Hema Malini as brand ambassador, with the campaign running in dailies across the country, and in women's magazines as well. The TV campaign is reportedly scheduled for two months down the line. Dreamline is marketed across the group's retail formats Big Bazaar, HomeTown and, in some areas, Pantaloon stores.