BY ARYEMAN RAJ 

Promart Retail- a discounted retail chain and value format concept unveiled its new brand campaign and logo with Bollywood’s sizzling beauty Bipasha Basu today at Bandra, Mumbai. The new brand campaign potrays that discount is always in fashion. Discount and fashion don’t usually sit together. The world of discounts is driven by accessibility and the world of fashion is driven by exclusivity. At Promart, these two disparate worlds are brought together and this is what the new logo signifies. Bipasha Basu along withAshish Garg- Promoter and MD, Promart and Punit Agarwal- Promoter and CEO, Promart launched the new marketing campaign. The brand’s new look and logo are being represented across various touch points like stores, advertising and communication along with a new tagline of ‘discount is in fashion’.

Promart is a value format concept in lifestyle retailing targeting smaller towns across India who have limited access to fashion. The brand offers exciting discounts from 25%-60% clubbed with special promotions and offers for consumers all year round. The new logo and brand identity has already been rolled out at all Promart stores across India.

Commenting on the new brand identity, Punit Agarwal, Promoter and Chief Executive Officer (CEO), Promart Retail said, “We believe that the new makeover of the brand will further accelerate and deepen our relationships with our customers pan India. We’ve made the universally recognized symbol of “discounts” a fashion icon by incorporating it in our brand’s visual identity. We will make discounts aspirational and the starburst will be signature of that. The colour yellow has been intentionally used to attract the youth which is always associated with discounts which is a signifier of a fresh start. This will define the brand identity and differentiate the brand from other players. With the launch of our new campaign, we envisage a new journey from here on as we aim to provide affordable fashion to people in smaller cities.”

Ashish Garg, Promoter and Managing Director, (MD), Promart Retail, said, “The new brand identity is going to take us to greater heights on achieving our vision in a very short span of time. We have successfully rolled out 50 stores and have planned to open another 100 stores by end of this CY2013. We plan to expand our reach to cities like Belgaum, Kolhapur, Godhra, Meerut, Lucknow, Surat, Bhopal, Ganganagar, Banaras, and many more in the coming months as our next phase of expansion.”

Unveiling the new logo, Bollywood diva Bipasha Basu said, “I am glad to be associated with the new journey Promart has embarked upon. Promart gives an opportunity to people to buy branded clothes all 365 days at great variety and price. It caters to the aspirational buyers to experience the pleasure of shopping at their convenience at affordable price points.”