Local e-commerce platform Bigbasket and Grofers have introduced their maiden campaigns which are running simultaneously on TV.
The new campaign for Grofers conceptualised by Lowe Lintas promotes the USP of the brand as an online on-demand delivery service expert. It is based on the simple consumer understanding that most working people, especially young couples face -- spend most of their time at work. They do not have enough time balancing work and the basic needs at home. In the melee, things that are not on top priority, like home needs and kitchen restocking - mostly things that are seen as chores - get put off until the absolute last minute. But thanks to Grofers, now ordering daily groceries and other essential items have become easier. Bigbasket on the other hand has roped in Sharukh Khan as the face of the campaign which has been done by Pentagon Communications Private Limited. This campaign talks about the ease of ordering from the platform, highlighting that even a big star like Shah Rukh Khan also orders things for his household from here.
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Grofers will be unveiling a series of four films that would comprise a central brand film of 45 seconds and three additional films of 30 seconds each that would highlight the service features of the brand.
Elaborating on the creative approach behind the brand campaign, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “The challenge was to give the brand meaning in the lives of these young working couples. It is a well-known fact that women have always found men who share domestic responsibility, more appealing. I’m certain this holds even truer for the young working women of today – given they are constantly trying to successfully juggle work and home. It is this insight that we played on for the Grofers campaign. The brand understands their life and submits to the women that they ‘won’t always get what they want’ and that is exactly where Grofers steps in and gets them ‘what they need’- a husband who shares the domestic responsibility of lending a helping hand, all at the convenience of the Grofers app.”This is a high visibility campaign which includes on and offline channels such as digital platforms, television, print and outdoor.
Bigbasket’s campaign is a story of two delivery boys, who come to deliver at Shah Rukh Khan’s home. These guys are excited thinking, who will open the door. To their surprise, it was the actor himself coming to the door to collect the delivery. The boys get amazed on finding that Sharukh, inspite of having a busy schedule, still takes time out to place delivery of these household essentials.
Strategy & Execution:
The Grofers campaign is targeted towards today’s working couples, to help them achieve their work-life balance easily. While Bigbasket ad is all about the ease of ordering from the site, it highlights that if an actor, who is so busy with his daily schedule can find time out to order, then even others can.
Sharing his views Albinder Dhindsa, Co-founder, Grofers said, “We are now in 27 cities across India and offer a rich mix of everyday use products that consumers need. As such, we felt Lowe Lintas Mumbai was the right partner to help us communicate the value of our offering to consumers. We are building our brand on understanding our customer's wants and needs - wanting to enjoy their time but needing to take care of daily chores as well. Hence, the proposition of 'We get it' bodes well for the brand.”
On the other hand, Hari Menon, CEO, Bigbasket cited, “Bigbasket has grown at an unprecedented pace over the last couple of years. We’ve added new business lines, expanded our product lines and added more cities to our roster. Today, online grocery shopping is a way of life for lakhs of people in India and Bigbasket has become a household name. As we elevate our company into a new growth orbit, we felt it apt to bring a versatile icon like Shah Rukh Khan on board as the brand ambassador to propel us forward.”