The Future Group, having successfully established Big Bazaar is now scaling it up aggressively. It has signed on Mahendra Singh Dhoni as the brand ambassador for its extensive collection of fashion apparel.
Speaking to Hindustan Times, Rajan Malhotra, CEO of Big Bazaar said, “There will be five television commercials which will go on air in early May. We are yet to get final dates from Dhoni. While one day’s shoot has been done, we need one more day with him. Mudra will work on the television commercials as the creative agency.”
On being asked the amount paid to the cricketer for the association and the duration of the contract, Malhotra said, “It is a three year contract. The commercial will see Dhoni leading a fashion revolution with the tagline, ‘Desh Badla — ab vesh badlo’.”
An industry source, who requested anonymity said that at the time when Dhoni was signed on-some two to three months back, he was commanding endorsement fees of close to Rs 2 crore per year.
On how Dhoni fits as Big Bazaar’ brand ambassador, Malhotra said, “Fashion has always been seen to be something for the elite. We disagree. Big Bazaar has managed to create the breakthrough by bringing the latest fashion to the masses at affordable price points. The new collection at Big Bazaar will appeal to customers from all walks of life with its trendy designs.” He added that both Big Bazaar and Dhoni command a lot of mass appeal and are trustworthy brands.
{{/usCountry}}On how Dhoni fits as Big Bazaar’ brand ambassador, Malhotra said, “Fashion has always been seen to be something for the elite. We disagree. Big Bazaar has managed to create the breakthrough by bringing the latest fashion to the masses at affordable price points. The new collection at Big Bazaar will appeal to customers from all walks of life with its trendy designs.” He added that both Big Bazaar and Dhoni command a lot of mass appeal and are trustworthy brands.
{{/usCountry}}Malhotra says the fashion merchandise would contribute to Rs 900 crore to Big Bazaar’s sales by June 2008.
Manish Porwal, CEO of Percept Talent Management said, “This is a fantastic fit. Both Dhoni and Big Bazaar are brands that stand for the common man. Dhoni hails from the hinterland and has made it big but still has the equity of the boy-next-door."
Malhotra said the group will add 40 more Big Bazaar outlets by December.