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Big Bazaar taps into the star power of Dhoni and Asin

Big Bazaar taps into the star power of Dhoni and Asin

Author | Pallavi Goorha Kashyup | Saturday, Sep 12,2009 8:20 AM

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Big Bazaar taps into the star power of Dhoni and Asin

Fashion@Big Bazaar, part of the Future Group, is seeking to up the glam quotient and banking on the star pull of MS Dhoni and Asin this festive season. As part of this initiative, it is launching a new campaign featuring Dhoni and Asin decked up in fashion@BB apparel and accessories. Mudra is the creative agency behind the campaign. The campaign broke on September 11, 2009.

Sanjeev Agrawal, Concept Head, Fashion@Big Bazaar, said, “The brief we gave to Mudra was that we wanted to strengthen our apparel offerings. We have a wide range of products and offerings for the entire spectrum. The idea behind the TVC is motion controlled technology. Multiple Dhoni and Asin have been shown shopping at Big Bazaar.”

The new TVC of Fashion@Big Bazaar has been conceptualised with the theme of ‘Fashion Jo Star Banade’, which has been interestingly conveyed through the unique motion control technology used for the film. In TVC shows customers walking into the trial room to try on Fashion@Big Bazaar apparels and accessories and are immediately transformed into stars. The film takes the promise of Fashion@Big Bazaar to the next level from ‘Style bhi fit, price bhi fit’ to ‘Fashion Jo Star Banade’.

Agrawal further said, “The key message is that Big Bazaar has a wide range of products for both men and women. Everyone who wears clothes from Big Bazaar are stars like Dhoni and Asin.”

“The TVC burst is on for 2-3 months in all general entertainment and news channels. The newspaper ads will break on Saturday, September 12 in all major dailies. The magazine ads will break in language magazines and Hindi magazines like ‘Grihshobha’, ‘Femina’, ‘India Today Hindi’, etc. OOH hoardings will also be put up across major metros and towns this weekend, besides various BTL activities. We are targeting a wide age group of 18-35 years through this TVC,” Agrawal added.

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