Echoing the lifestyles of ‘Generation today’, Biglife’s advertising communicates the values and ideals that make up the contemporary youth. The communication message is thoughtfully summed up with the words ‘Fashion. Family. Fun.’ and features for the first time a brand ambassador – none other than Malaika Arora Khan.

For those closely associated with the changing themes of Biglife, the delightful part remains that the brand is still about hardcore family values. Says Sanjay & Samir Sahni (co-owners): “We felt Malaika Arora Khan, is the ideal brand ambassador for Biglife, as she is not only young, glamorous and stylish but also because her life revolves around her family. In other words, she is just like any one of our current customers – young at heart, stylish and contemporary, yet completely family centric. This new star image also signifies the management’s intentions of providing their esteemed clientele with a new and ‘Befitting a Star’ like services at all outlets.”              
               
Biglife currently owns Twelve major outlets; eight of which are in Delhi & NCR (3 in Lajpat Nagar, 1 each in Rohini, Noida, Kaushambi, Faridabad and Indirapuram, two in Punjab (Amritsar & Jalandhar). and one each in Indore & recently open in Bhopal (Madhya Pradesh).

The stores are stocked with international and national brands in apparel, footwear, lifestyle accessories, toys, luggage, and home products, and every thing else associated with contemporary trends.
               
Plans are undeBiglifeay to add 10 new stores pan-India by 2011-12, which will make the company the leading family chain of retail stores. Locations of the upcoming stores include Agra, Panipat, Meerut, Moradabad, Bareilly and Jaipur. In total, Biglife aims to beef-up its network- so as to cover all major cities in North and Central India.

This plan of expansion reflects the philosophy of the company that believes in catering to different segments, with exclusive stores - which include anchor stores in malls and , stand alone outlets.