Activities are abuzz at Pantaloons Retail, and Big Bazaar is the centre of focus at present. In a bid to create noise around the brand throughout the year, Big Bazaar has launched a multimedia campaign focussing on women.
The campaign was launched last week and has been executed across mediums. The thrust has been on television, while radio and print function as support mediums. Throwing more light on the campaign, Sanjeev Agrawal, President, Marketing (Pantaloons Retail), said, “We want to create excitement for our women customers at Big Bazaar throughout the year. The Republic Day Maha Savings offer created history in the Indian retail industry by the overwhelming response it received from our customers nationwide.”
Elaborating further on the current campaign, he said, “We have an Exchange Offer to create further excitement for our homemaker. This offer has been running successfully for the last four years, but this is the first time we have taken it nationally across 25 outlets spanning 22 cities. The TVC is aimed at creating excitement amongst our target customer housewife by offering greater value and worth in exchange of her raddi/kabada (waste material) hoping to put a smile on her face as she walks out of Big Bazaar only to come back for more such excitement throughout the year.”
The campaign will be aired on all national and regional channels with a focus on those with popular soaps watched by women. The campaign is a localised one, too, wherein the radio and print mediums contribute. The print ads will be seen in all city and regional supplements.