Brands
Smart Bazaar and McCann reframe retail with ‘living well’ campaign
MUMBAI: Smart Bazaar has teamed up with McCann Worldgroup India to roll out a fresh brand campaign that captures a cultural shift sweeping through Indian homes, the move from ‘making do’ to ‘living well’.
The films spotlight how everyday spaces such as kitchens, bathrooms, living rooms, are being reimagined with more intention, reflecting dignity, pride and a desire for quality. At the centre of this change are women, the everyday architects of aspiration, turning homes into reflections of both dreams and needs.
“This is not just about retail, it’s about enabling aspiration,” said Reliance Retail, CMO, Surabhi Sen. “Consumers today want both savings and quality, and Smart Bazaar bridges that gap, turning everyday upgrades into everyday reality.”
McCann Worldgroup’s CEO and CCO Prasoon Joshi added, “India is at a cultural inflection point. Living well is no longer a luxury, it’s dignity and joy. With Smart Bazaar, we tapped into a truth quietly redefining daily life.”
The campaign, featuring films like Masterchef, Twinning, Twins and Shepreneur, positions Smart Bazaar not merely as a store but as a cultural enabler, making quality living accessible to all.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
