MAM
Big Bazaar’s ‘Asli Dukaan’ locks horns with Amazon’s ‘Apni Dukaan’
MUMBAI: Big Bazaar has crossed swords with Amazon India by taking a dig at the e-commerce giant’s flagship campaign India ki Apni Dukaan (India’s own shop). The Future Group-owned chain of hypermarkets on Thursday released full front page ads in major newspapers across cities calling itself India’s Asli Dukaan (real/ original store). The ad promises to make deliveries of grocery to customers’ doorsteps in under two hours.
Apart from the Asli Dukaan moniker, it has played on the word ‘Amazing’ by using terms such as “amazing” service, deals, and products at “amazing” prices. The harping on the word “amazing” is hard to miss! The south India editions of leading print publications had a largely English tagline with only Asli in Hindi, and dukaan changed to ‘store’.
Amazon has been running an advertising campaign since 2016 with the tagline ‘India ki Apni Dukaan’(India’s own shop), and it is no coincidence that the superstore chain led by Kishore Biyani is now marketing itself as ‘India ki Asli Dukaan’.
The brick-and-mortar superstore chain Big Bazaar has been entangled in a fierce legal battle with Jeff Bezos’ Amazon for its deal with Reliance Retail. RIL had announced in August last year that it was buying out the retail and wholesale business of Future Group, but Amazon — with a minority stake in an unlisted Future Group company — subsequently dragged the Mumbai-headquartered retailer to court, alleging that the proposed deal violated contractual agreements. The case is currently sub-judice.
Meanwhile, the debt-laden Future Group is looking at ways to put its assets to better use. Big Bazaar has launched a marketing blitzkrieg taking a dig at the US e-tailer and is ramping up its two-hour home delivery across India to get more customer orders amid the pandemic that has largely confined people to their homes restricting outdoor movement. The company has tied up with hyperlocal delivery companies with employees at their stores doubling up as delivery executives, to drive its Store2Door program and double its online business in the span of a month.
MAM
Mangaldeep partners with Vrindavan Vibes at ISKCON Vrindavan event
Fragrance brand backs youth led kirtan gathering that drew 4000 plus devotees.
MUMBAI: If devotion had a soundtrack, Vrindavan recently turned the volume up. Mangaldeep Incense has partnered with Vrindavan Vibes at ISKCON Vrindavan, an emerging devotional gathering that blends traditional kirtans with a youthful, community driven atmosphere. The first day of the celebrations alone drew more than 4000 devotees, signalling the growing appeal of participatory spiritual events among younger audiences.
More than a festive collaboration, the association reflects a broader cultural shift in how spirituality is being experienced today. Vrindavan Vibes Jamming, described as a kirtan utsav, brings together youth, families and devotees for collective singing within a sacred temple setting, turning devotion into a shared, immersive experience.
For Mangaldeep, the partnership positions the brand as a long term enabler of community led devotion. Vrindavan, long regarded as the spiritual home of Lord Krishna, remains a vibrant centre for bhajans, temple gatherings and devotional music that attracts pilgrims and visitors from across the country.
As part of the collaboration, Mangaldeep has introduced a fragrance led experience within the venue. This includes ambient fragrance pillars designed to enhance the devotional ambience, a curated Khusbhoo Path experience, a selfie booth for visitors to capture shared memories, and specially designed souvenirs for devotees attending the event.
Mangaldeep divisional CEO of the matches and agarbatti division Rohit Dogra said the initiative reflects the changing ways in which faith is being expressed.
“At Mangaldeep, devotion has always been at the heart of everything we do. Today we are witnessing a beautiful shift in how spirituality is expressed, particularly among young India where bhajans and kirtans are becoming vibrant collective experiences of faith and belonging. Our partnership with ISKCON Vrindavan for Vrindavan Vibes reflects this evolution,” he said.
Bhajan and kirtan gatherings are increasingly emerging as spaces for emotional connection and cultural identity, especially for younger audiences looking for a sense of grounding in an otherwise fast paced world. Participants at the event described the gathering as a moment of calm and shared joy, as chants and music brought thousands together in a collective expression of faith.
By aligning with Vrindavan Vibes, Mangaldeep is positioning itself not just as an incense brand, but as a facilitator of shared spiritual experiences, extending its presence from homes and temples to large scale community led devotional platforms.
