In a first-of-its-kind initiative, leading hypermarket chain Big Bazaar is advertising through the electronic medium (TV advertising) along with traditional medium like print, hoarding and in-store advertisement.
The advertisement strengthens the core proposition of Big Bazaar – ‘Isse Sasta Aur Accha Kahin Nahin’. A research on consumers and common people threw up some interesting points like lot of people (probable customers) in cities where Big Bazaar is present, have not ever visited the store or else people are not aware of the length and breadth of the store along with the products that are available. It was felt that a TV advertisement would be able to connect emotionally with the customers in a better way and reach out to a larger audience among the masses.
Says Kishore Biyani, Managing Director, Pantaloon Retail, “I feel that print is a male-dominated medium, whereas television offers a great deal more as far as female viewership is concerned. And since most of the Big Bazaar patrons are females, it makes sense to latch on to television. We have already registered around 40 per cent increase in sales on account of Diwali, and to keep up the winning spree, we are releasing this new TVC. The advertisement has a nice family shopping theme and will be aired in all premier news and family entertainment channels in Hindi and leading regional languages. Surely, it is one more endeavour to reach out and communicate to the customer about the joy of shopping at Big Bazaar.”
Biyani adds, “But this would not effect our overall spends on print and outdoor; we are concentrating on these two mediums as well. Big number is what we are concerned about. Currently, we are one of the largest advertisers in the organised retail segment. For 2004-05, the advertisement spends for the company is above Rs 35 crore. This is a first for any retail outlet. Shoppers Stop may have taken on some television-centric advertising, but it was nowhere close to the scale that we have taken it on.”
Before this first of sorts, Big Bazaar undertook some heavy research in order to arrive at the certain points: Plenty of people (probable customers) have never seen or visited the store, the product variety (width and depth of product range) is not known even to the regular customers as they shop their needs and go, not knowing about the other things that are available in the store, The ‘touch and feel’ effect or the emotional surplus would be way better and reach maximum number of people.
Sanjeev Agrawal, Head – Marketing, Pantaloon Retail (India), states, “Unconventional media, such as cinema, theatres, audio visual vans and in-store screen advertising would also add to the communication via the television box. Television will be an audio-visual medium having better identification/interaction with the customers and will trickle down to the masses. Research shows that the target audience of middle / upper middle class could be better reached by TV. Plus, it would involve a better showcasing of the store – size, product varieties, value for money prices, superior shopping experience, family outing, etc.”
He adds, “The TVC has been shot by well-known director VK Prakash and has been conceptualised by the Mudra team, in tandem with the Big Bazaar marketing team. The TVC is a single advertisement series and reinforces the logical and emotional benefits of the tag line ‘Isse Sasta Aur Accha Kahin Nahin.”
Pantaloon Retail (India) is today recognised as one of the pioneers in the business of organised retailing in the country with a turnover of Rs 650 crore recorded in the financial year ending June 2004. Headquartered in Mumbai, the group establishes its presence in lifestyle retailing through 13 Pantaloon Stores and a newly opened mall, Central in Bangalore. In value retailing it is present through 10 Big Bazaar hypermarkets, 17 Food Bazaar large sized supermarket stores with over 1.1 million sq ft of retail space in Kolkata, Mumbai, Thane, Pune, Hyderabad, Bangalore, Nagpur, Ahmedabad, Kanpur, Chennai, Gurgaon (Delhi) and Nashik.