MAM
Euro RSCG bags creative duties for Globus
MUMBAI: After inviting nine agencies for a creative pitch, retail major Globus has decided to shake hands with Euro RSCG. Company executives estimate the approximate ad spend of Globus would be between Rs 100 – Rs. 120 million.
Rediffusion, Contract, Enterprise Nexus, O&M, Ambiance were some of the agencies in the fray.
The move to have a full fledged creative partner comes after the retail major decided to go in for an image change to become a fashion label from just being a retail destination or a store. The plan ahead is to up the number of outlets to 50 from the current five over the next three years.
Speaking to Indiantelevision.com, Euro RSCG associate vice-president Vikas Kumar says, ” The whole idea is to change the image of Globus from a shoppers’ stop to a fashion label. The primary message being connecting with the youth where the target audeince is between 18 – 24 years of age.”
Kumar added that the company is looking at people who want to be in the fashion arena, but cannot afford designer labels. Hence, the concept of providing affordable fashion.
Since music is known to connect to various age groups, Globus would be looking at using music as a strong “binding factor.” The underlying theme: confident styling.
Commenting on the whole positioning initiaive, Globus GM, brand development, Surajit Mitra points out, ” Euro RSCG seemed to be the best fit as its creative inputs were in line with our future brand building initiatives.”
Pointing out that Euro’s experience in building brands has been successful in the past, Mitra adds, “ We are a youth brand, which is into fashion apparels, and have been trying to build the brand through both below the line and above the line activities.”
Euro RSCG has successfully handled some brand building accounts like that of Sony channel.
Globus’ media plan this year will primarily focus on print and outdoor and also invest more on radio, Internet and non-traditional media.
Interestingly, till three years ago, Globus depneded on an outside agency for creative work, which was O&M. Then handled the creative work in-house in the interim, before deciding early this year to seek outside help again.
Euro RSCG will be partnering with Globus and coordinate with the store’s in house creative team. Mitra added that the media business of Globus might be awarded to Euro RSCG’s media wing, MPG.
Brands
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
