Rang Aur Riwaaz – Citykart’s Summer Collection brings Bollywood to Every Family!

Citykart, India's leading value retailer, has launched its vibrant new summer collection, accompanied by a captivating OOH Bollywood-themed campaign that brings the glamour of Bollywood to its 137 stores across India. The campaign, infused with humour, nostalgia, and vibrant colours, aims to make shopping a larger-than-life experience while offering its customers exciting deals like “BillBuster: Get Duffle Bag/Dry Iron/Water Jug Combo/Dinner Set @249” and cashback on every purchase this summer!

Citykart strives to create a lasting impression by blending tradition with trends. The team is always trying to do something new that connects with the customer and strengthens brand recall. Citykart reimagines affordable fashion, ensuring every occasion/festival celebration is innovative and deeply rooted in our rich cultural heritage.

Inspired by the virality and relatability of Bollywood and famous dialogues, Citykart’s latest campaign is packed with catchy taglines such as “Ja Simran Ja, Kar le shopping Citykart se”; playful references, and irresistible offers that are bound to catch the eye of customers across the country. The brand aims to set new industry trends by combining innovation with entertainment, ensuring every shopper feels like a star. The idea and strategy of the campaign was created by Citykart and Fatleg helped to convert the same into design, a cloud-based creative agency led by designers who seamlessly manage strategy, content and design.

The OOH campaign was executed with a 360-degree approach through offline activities (billboards, auto-hoods, and in-store branding) and digital (through social media).

Commenting on the campaign, Sudhanshu Agarwal, Director, CityKart, said, “We are excited to launch this campaign, which ensures that every member of a family can embrace vibrant and budget-friendly fashion. Moreover, Citykart is dedicated to making fashion more accessible and a trendsetter for Gen Zs. This collection caters to the bold, expressive, and trend-conscious spirit of today’s youth. From street-style influences to Bollywood-inspired elements, we’re ensuring that Gen Z can step into summer with outfits that are Instagram-worthy and affordable.” He further added, “The expertise of Fatleg in branding and our marketing strategy has played a pivotal role in shaping up this campaign, making it visually striking and engaging.” 

"We at Fatleg, had a great time working with Citykart on their summer campaign! Instead of using a traditional product shoot, we took a fresh approach by incorporating Bollywood inspired dialogues and popular memes, a format that instantly connects with the target audience. We were thrilled to bring Citykart’s vision to life. The real fun was seeing how well it resonated with the audience, making the campaign more engaging, relatable, and shareable within the industry,” says Anoop K Nair, Founder at FATLEG.

To elevate the shopping spirit, Citykart stores will feature a specially curated Bollywood-inspired playlist, setting the perfect mood for shoppers. Additionally, the brand has teamed up with top influencers, content creators, and local celebrities to spread the excitement across social media and in-store events.

With catchy Bollywood-inspired taglines and nostalgic references, the campaign is set to make waves across cities, increasing visibility and ensuring Citykart remains a household name.