Top Story


Home >> Advertising >> Article

Big Bazaar initiates ‘Shubh Shuruaat’ with ‘Paper Patakha’ ad campaign by DDB Mudra West

Font Size   16
Big Bazaar initiates ‘Shubh Shuruaat’ with ‘Paper Patakha’ ad campaign by DDB Mudra West

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.”

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...