With the commencement of this year’s Indian festive season, hypermarket chain Big Bazaar wanted to leverage the occasion and lead conversations on festive celebrations through their communication.
With the intent to keep its promise of making India beautiful, Big Bazaar initiated communication targeted towards bringing positive changes in people’s lives with ‘Shubh Shuruaat’ campaign. Introduced during this year’s Ganapati festival, this integrated campaign kick-started with a 2-minute long anthem composed by music director duo, Salim-Suleiman. The anthem ran as a multi-lingual radio campaign that wished listeners a ‘Shubh Shuruaat’ in all walks of their life.
Watch the ad film-
At the advent of Diwali celebrations, Big Bazaar is back with an extension to the ‘Shubh Shuruaat’ campaign with ‘Paper Patakha’ ad film. Themed along the idea of giving consumers an opportunity to have a ‘Shubh Shuruaat’, the ‘Paper Patakha’ ad film shows a Big Bazaar staff member introducing the ‘Paper Patakha’ to a kid, who passes on the idea and popularizes it as the new ‘Patakha’. The idea of a better and cleaner Diwali using ‘Paper Patakha’, soon gets spread and is adopted by many. Led by the TVC, this concept is being amplified through Radio, Print, Outdoor, Digital medium and in-store activations. Events like ‘Longest ladi corporate challenge’ and ‘Paper Patakha in the streets of India’ are being planned across the country to spread the thought.
Speaking about the campaign, Sadashiv Nayak, CEO, Big Bazaar said, “Big Bazaar stands for its inclusiveness and its commitment to making India beautiful. At the same time, we are a brand that is constantly innovating. Our new commercial takes our brand ethos forward and proposes an interesting idea of a ‘Paper Patakha' Diwali. It is insightful yet simple and entertaining at the same time. It is about this idea of a paper Patakha that a kid picks up at the Big Bazaar store and how it catches on among the people. We hope this mark the Shubh Shuruaat of Making India even more beautiful."
Sonal Dabral, Chairman and CCO, DDB Mudra Group mentioned, “It has been really exciting to work on the latest 'Paper Patakha' campaign for Big Bazaar, which in its own way every day, is working towards ‘Making India Beautiful’. Not just crackers, brands too create a lot of noise during Diwali with their high decibel advertising. 'Paper Patakha’ consciously keeps away from adding to the noise. Paper Patakha are part of everyone's childhood. With the simple message that it gives out, and with the joy with which it delivers it, I'm sure 'Paper Patakha' will be loved and shared by the audience. Here’s wishing everyone a beautiful, pollution free Diwali.”