Campaign highlights the evolving consumer shift from ‘making do’ to ‘living well’

Smart Bazaar has appointed McCann Worldgroup India as its creative agency, entrusting it with the mandate to drive its latest brand campaign. The campaign is rooted in a powerful insight – the changing mindset of Indian consumers, who are now moving from simply “making do” to consciously “living well.”

This creative direction reflects the rising aspirations of Indian households, where quality, comfort, and purposeful living are becoming everyday priorities. From thoughtfully organized kitchens to more refined bathrooms and practical living spaces, Indian homes are evolving – not just in aesthetics, but in intent.

Positioning Smart Bazaar for a New Era of Retail

The campaign positions Smart Bazaar as a brand that aligns seamlessly with these growing aspirations, committed to making high-quality, value-driven products accessible to more Indian consumers. It highlights Smart Bazaar’s role not just as a retailer, but as a catalyst for improving daily life – blending affordability with aspiration.

Leadership on the Campaign

Surabhi Sen, Chief Marketing Officer, Reliance Retail, commented:

“Smart Bazaar isn’t just another retail chain; we are emerging as the value-first catalyst for everyday aspiration. Today’s consumer is looking for both savings and quality. Smart Bazaar bridges the gap between necessity and desire – enabling families to upgrade their everyday lives without compromise.”

Prasoon Joshi, CEO & CCO, McCann Worldgroup India, added:

“India is at a cultural inflection point. Across the country, families are realizing that living well isn’t about luxury – it’s about dignity, joy, and shared values. At McCann, we believe the strongest creative work stems from such deep human truths. With Smart Bazaar, we tapped into a quiet, but powerful, societal shift – and gave it a voice that’s both authentic and aspirational.”