Indigo Consulting and Leo Burnett partner with Reliance Fresh

01 November 2019 3 min. read

The Indigo Consulting – Leo Burnett partnership has been tasked with yet another project in India, this time as a digital and creative portfolio for fruit and vegetable retail chain Reliance Fresh. The project will be handled in collaboration between Leo Burnett’s Mumbai office and Indigo Consulting. 

The duo submitted a multi-agency pitch for the portfolio, and have been handed the project. This is not the first time that Leo Burnett and Indigo Consulting have partnered to deliver consulting services. The pair – both part of the global Publicis Group – were awarded a joint portfolio to manage branding for taxi aggregating firm Ola in February this year.

Now, the duo will support Reliance Fresh with a variety of functions, spanning the communications, brand strategy, creative, social and digital domains. Indigo Consulting’s contribution will come in the form of digital marketing support to drive brand affinity across the Indian market.

The firm has considerable expertise in this domain, and currently manages the digital marketing portfolio’s for a number of domestic as well as international firms. These include firms with a significant global profile such as Home Credit and Garnier. Indigo Consulting will use various social media platforms to help attract consumers for the retail chain.

Indigo Consulting and Leo Burnett to partner with Reliance Fresh

Leo Burnett, meanwhile, will manage the content side of the marketing portfolio, leveraging its vast range of experience in branding and advertising. The firm has a specialised set of so-called 'Wave 3' solutions that are aimed at using consumer tech to build brand synergy. According to Leo Burnett executives, Reliance is open to exploring new approaches.

“We are very excited to welcome Reliance Fresh onboard. To crack a complex category like retail you need emerging solutions and we are glad that team Reliance was on-boad with our thinking and we are looking forward to creating some really differentiated work,” said Rakesh Hinduja, COO West at Leo Burnett.

Rajesh Ghatge, CEO of Indigo Consulting added, “It is safe to say that a vast majority of consumers discover, engage and transact with a retail brand on digital. Digital not only will help in driving the brand narrative but will also empower the consumer by making this narrative hyper contextual and hyper relevant to their need states. The category of fresh, frequent and regular shopping provides us opportunities to leverage data and serve the relevant and targeted communication to the brand’s consumers. We are excited to work on creating a seamless and channel agnostic solutions for Reliance Fresh at scale.”

Reliance Fresh’s move to hire consultants is reflective of a broader trend in the food retail sector, as players looks to navigate disruption from the organic food sector and digital food delivery systems.