Starcom launches independent agency FutureWorks to service Future Group

MUMBAI: Close on the heels of a humungous account win from Kishore Biyani's Future Group, Starcom Media Vest Group has unveiled an independent agency called FutureWorks that will fully service the retail behemoth on strategic initiatives.

The media spend FutureWorks will handle has been pegged in excess of Rs 2 billion. Spearheading the initiative is Dinesh Singh Rathore as general maganer - India, he was previously heading Starcom's Bangalore operations. Rathore will report to MD, India, West and South Manish Porwal.

Headquartered in Mumbai, it will operate as an autonomous associate unit of Starcom Worldwide and will work alongside its other specialist units. The company is scouting for professionals beyond the media business, apart from a few Starcom employees that have come on board. It will start with an initial team of around 20, which will be scaled up as the needs of the Future Group expand.

FutureWorks has highlighted the twin goals of delivering return on objectives and consumer connections to Future Group brands.

Rathore says that the agency will aim to reach out to the 'consumer' at multiple levels that could include movies, game shows and sport, including cricket.

The size of the business was reason enough for Starcom to approach the Future Group on setting up a special unit to service their account. Porwal said, "We believe that the communication needs of a retail brand is fundamentally different from that of packaged goods and other classical categories. To provide focus to the leveraging the Future Group's opportunities, we decided to create a brand new unit, with its own vision, leadership and operating processes."

Speaking on the single client agency, Pantaloons president - marketing Sanjeev Agrawal said that they are happy to partner with Starcom on their "journey of hyper growth". In fact, he highlighted their quick approach as they recently initiated the co-sponsorship deal for season three of Kaun Banega Crorepati.

Future Group, whose flagship enterprise is Pantaloon Retail, operates through six verticals: Future Retail (encompassing all lines of retail business), Future Capital (financial products and services), Future Brands (all brands owned or managed by group companies), Future Space (management of retail real estate), Future Logistics (management of supply chain and distribution) and Future Media (development and management of retail media spaces).

Latest Reads
Horlicks urges women to #StandStrong

MUMBAI: Women’s Horlicks has introduced its latest campaign featuring the new face of the brand, Taapsee Pannu. The initiative seeks to bring to the fore the issue of bone health among women in India and envisions to make them #StandStrong in following their passions.

MAM Marketing MAM
Savlon shows reality of mother's love

Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to.

MAM Marketing MAM
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories