New campaign celebrates India’s cultural shift from “making do” to “living well”
Mumbai, India | August 29, 2025 – Smart Bazaar has appointed McCann Worldgroup India as its creative partner to launch a new brand campaign that reflects a profound cultural transformation in Indian households. The campaign positions Smart Bazaar not just as a retailer, but as an enabler of everyday aspiration, celebrating the nation’s quiet yet powerful shift from “making do” to “living well.”
The narrative is rooted in cultural insights: homes across India are being reshaped with intention, where kitchens are more organized, bathrooms more refined, and living spaces more purposeful. This evolution reflects not affluence, but the rising aspiration to elevate everyday life. At the heart of this transformation are women – the architects of aspiration – who are curating homes that balance both dreams and practical needs.
Voices from the partnership
Surabhi Sen, Chief Marketing Officer, 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, added: “India is at a cultural inflection point. Families 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.”
Crafting cultural stories
Through this campaign, McCann Worldgroup India continues its mission of creating ideas that move beyond brand stories to cultural stories – ideas that resonate deeply with people and stand the test of time.
About Smart Bazaar
Smart Bazaar, part of Reliance Retail, is a value-driven retail format designed to make everyday essentials, quality products, and lifestyle upgrades accessible to Indian households at affordable prices. Positioned as a catalyst for everyday aspiration, Smart Bazaar combines savings with quality, enabling families to live better without compromise.
About McCann Worldgroup India
McCann Worldgroup India, led by CEO & CCO Prasoon Joshi, is one of the country’s most awarded creative networks. Known for shaping cultural narratives and creating timeless brand stories, the agency partners with leading brands to deliver authentic, insight-driven campaigns that connect with consumers at a deeper level.
