MAM
BigCity goes Down Under to play the loyalty game in Australia
MUMBAI: When it comes to loyalty, BigCity just levelled up this time, all the way Down Under. BigCity Promotions, one of India’s most awarded sales promotion and loyalty agencies, has announced its entry into Australia with the launch of a new office in Sydney, marking its first international expansion in nearly two decades. The move signals the company’s ambition to replicate its India success across the Australia–New Zealand (ANZ) region, a market ripe for disruption in the loyalty and engagement space.
Founded in 2006, BigCity has become something of a legend in India’s reward ecosystem known for turning mundane promotions into high-voltage brand experiences. With 8,000 plus programs executed for over 500 global brands, including Pepsico, Unilever, Mondelez, Coca-cola, Samsung, and Amazon, the agency has earned a reputation for blending creativity, technology, and measurable impact.
From B2C reward programs to B2B loyalty solutions and gamification-led engagement, BigCity has redefined how brands connect with consumers and trade partners alike. Its proprietary plug-and-play platform lets brands launch campaigns within days offering faster time-to-market, reduced costs, and full creative flexibility. Built on an in-house technology and analytics stack, it also enables deep insight into consumer engagement, redemptions, and ROI, giving marketers the holy grail of modern marketing measurable loyalty.
The Sydney office will serve as BigCity’s regional hub for Australia and New Zealand, extending its full-service suite to local and global brands in the region. The operations will be spearheaded by Gunjan Kumar country director, who brings over 27 years of global experience across telecom, banking, retail, and FMCG. Having driven client engagement and loyalty strategies across continents, Kumar is tasked with building the BigCity playbook for the ANZ market, one that blends local insight with the brand’s signature executional agility.
“Australia is a market ripe for transformation, and our goal is to bring the same scale, creativity, and speed that have powered some of India’s biggest campaigns to brands here,” said BigCity Promotions co-founder Vikas Shah. “For nearly two decades, BigCity has redefined how brands engage through innovation, technology, and storytelling this expansion is a natural next step in that journey.”
BigCity’s forte lies in its ability to gamify engagement, transforming passive audiences into active participants. Its campaigns often feature instant-win mechanics, leaderboards, challenges, and digital contests, all designed to boost brand love and repeat purchase intent. This gamified approach has proven especially potent in cluttered categories like FMCG and telecom, where attention spans are short but loyalty can be won with the right mix of fun and function.
The expansion also comes at a time when the ANZ market is seeing brands look beyond conventional loyalty cards and cashback models. With digital-first consumers demanding more personalised, experiential rewards, BigCity’s data-driven, experience-centric approach may find fertile ground.
In India, the company has long been the behind-the-scenes architect of some of the country’s most memorable campaigns, the kind that combine large-scale activation, complex fulfilment, and regulatory precision without ever losing the element of play. It’s this operational mastery that BigCity now hopes to bring to Sydney’s brandscape.
As the company steps onto foreign shores, the move underscores how homegrown Indian marketing innovation is beginning to travel the world not as an imitator, but as an industry leader exporting expertise. For BigCity, the next game has just begun. And this time, it’s on a whole new continent.
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
