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Big Bazaar flexes its marketing muscles

Big Bazaar flexes its marketing muscles

Author | exchange4media News Service | Friday, Mar 14,2014 9:03 AM

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Big Bazaar flexes its marketing muscles

Hyper market chain Big Bazaar has announced the launch of its new marketing campaign. Unlike the norm of doing one TVC, which tries to establish the brand positioning and message thought through a single or even a series of two or three TVCs, this campaign from Big Bazaar is executed through 52 different TVCs, which goes on to take one product every week from Big Bazaar and through them demonstrate how these products are making Indians’ lives more beautiful.

The campaign also reflects the journey of Big Bazaar beyond just great deals and prices into newer and more evolved ways of beautifying every aspect of the consumer’s life.

Each TVC is a light-hearted commentary on the changes that are happening in the Indian society, and make for interesting stories of the role that products play in making people’s life more beautiful and enriching. These short stories also trigger positive social change like – men lending a helping hand to household work, health consciousness, people becoming more stylish, society becoming more secular, etc. This campaign strengthens the connection of Big Bazaar with its current customers, while appealing to new younger Indian consumers at the same time.

Watch the ad here…

Besides the TVCs, this campaign will be backed by OOH, radio and in-store visual merchandising.

Sonal Dabral, Chairman & CCO, DDB Mudra Group elaborated, “If it’s not engaging and insightful, it’s not creative. That’s what we told ourselves when it came to the creative execution of these films. We looked at deep insights around each of the 52 products to come up with stories for each one of them. Our objective was to showcase the brand and its usage and yet convey the small change that the product has brought into the lives of new Indians through nuanced and closely observed insights. In terms of tonality, we have kept it real because that’s the voice of Big Bazaar. These are not ad films, they are closely observed 52 sparkling stories of the small changes that Big Bazaar and its products are bringing to everyday India.”

Madhukar Kamath, Group CEO & Managing Director, DDB Mudra Group added here, “It is a unique, never done before and a brave campaign, which can only come from a leader like Big Bazaar. The brand has been at the forefront of innovation and leading change. This campaign redefines the step-change that Big Bazaar is making in its relationship with its current and prospective shoppers. It will further establish Big Bazaar as a company that sells products which enable and inspire every Indian to make their world look beautiful on the outside, as well as on the inside.”

 

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