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Lifestyle pumps in Rs 70 mn towards brand-building

BANGALORE: On the occassion of its 10th anniversary, retail chain Lifestyle is investing close to Rs 70 million towards brand-building in India.


Adorning a new logo, the brand promotion process will comprise print, radio, television and internet campaigns.













Said Lifestyle chief marketing manager Shankar Suryanarayan, "Our groups annual ad spends in India are about Rs 200 million to Rs 220 million. Almost 90 per cent of our ad spends are on print. For the anniversary celebrations, we will launch a television commercial that will run on channels including English and Hindi news channels and music and regional channels like Sun TV, Udaya and Gemini."


“Over the next 99 days, we have planned media spends worth Rs 35 million for brand building and customer offers and rewards that we have announced,” added Suryanarayan.


Currently, Lifestyle has 15 stores and nine Home Center (a two year old sub brand) stores in India. It plans to add nine-ten Lifestyle stores and two-three Home Center stores over the next 12 months on the way to a total store count of 44 by fiscal 2011-12 and has set aside capex of about Rs 4.5 billion for this.

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