Smart Bazaar, a retail chain of hypermarkets, discount department stores, and grocery stores, has appointed McCann Worldgroup India as its creative partner.
Together, they have launched a fresh brand campaign that reflects a quiet yet powerful transformation taking place in Indian households.
The campaign, themed around the shift from “making do” to “living well,” captures the aspirations of families who no longer view quality living as a luxury, but as an essential expression of pride and identity. It highlights how Indian homes are evolving—kitchens are more organized, bathrooms more refined, and living spaces designed with greater intention. This change, while not necessarily about affluence, represents the growing desire to elevate everyday life.
Surabhi Sen, CMO, Reliance Retail, said, “Smart Bazaar isn’t just another retail chain; we are emerging as the value-first catalyst for everyday aspiration. In today’s world, consumers seek both savings and quality. Smart Bazaar is not just a store, but an enabler—bridging necessity with desire and making everyday upgrading possible.”
Prasoon Joshi, CEO & CCO, McCann Worldgroup India, said, “India is at a cultural inflection point. Families across the country are embracing the idea that living well is not about luxury, but about dignity, joy and shared values. At McCann Worldgroup, we believe the best work comes when brands tap into such human truths. With Smart Bazaar, we decoded a shift that is quietly redefining everyday life in India—and gave it a voice that is both authentic and aspirational.”
