DJ&C, a unisex denims and casual wear brand for the youth, currently a Rs.150 crore brand, is all set for an image make over.

Future Brands, a part of Future Group, recently unveiled the Brand DJ&C and it’s advertising campaign, which is mostly retailed through it’s flagship store – Big Bazaar. The new campaign, which goes with the baseline ‘Look Famous’, endorses and helps bring out the ‘star potential’ in everyone. The new communication campaign intends to create awareness of this brand and push it in the consideration set of consumers, who come to Big Bazaar for apparel shopping

Said Santosh Desai, CEO, Future Brands, “DJ&C is primarily targeted at 18 to 24 year olds. A person, who strongly feels that s(he) has some hidden, almost buried, specialness, that is difficult to articulate. The clothes and accessories assume a disproportionately important role in helping him/her express that specialness, by packaging him/her differently.”

The brand has a range of stylized and affordable product lines to offer like shirts, trousers, embellished denims, caps, shoes and lots more. True to the positioning of Big Bazaar, the DJ&C range retails from Rs.199 to Rs.799.

The Future Group has more than 50 in-house brands that it currently sells through its various retail formats across over 40 cities in India. Witnessing impressive sales and growth of brands through the Group owned formats; the Group has decided to unlock value from certain key brands by providing these brands the resources to grow independently. Accordingly, the Group has identified key Brands and has transferred them to a separate company, Future Brands. These Brands include – Apparel- DJ&C, Bare, John Miller; Food- Fresh & Pure, Tasty Treat; and Home solutions – Koryo, Dreamline. Future Brands is a 100% subsidiary of the Future Group and will be a brand development and marketing company for creating, nurturing and growing brands.

The advertising campaign has multiple renditions, and will be showcased in television, newspapers and magazines, out of home media and will be supported by innovative on-ground events across malls, nationally.

The Future Brands team expects the brand to clock revenues of more than Rs.1000 crore by 2010-11, up from Rs.150 crore, today.

Sourced From: Integrated Brand-Comm Pvt Ltd

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