'Ghar Aaiye Na' campaign by Big Bazaar expounds on 'home is where the heart is' adage
The campaign created by DDB Mudra West aims to increase awareness about the home décor and kitchen segment of Big Bazaar
It is sacrosanct for most Indian homemakers to pour unconditional love and effort into building their homes and making it warm and special for everyone. Across the country, it is a norm for people to invite each other to their homes over a cup of tea or coffee—to swap stories, gossip, have a healthy debate, have a good time or for no reason at all. Keeping this insight in mind, DDB Mudra West has crafted a multimedia campaign for Big Bazaar titled ‘Ghar Aaiye Na’ (Welcome home).
The intent of the agency and the brand was to increase awareness about the home décor and kitchen segment of Big Bazaar. The main objective was to create greater awareness about the range of products under the brand’s home categories such as home fashion, kitchenware, home essentials, appliances, etc.
The campaign, which consists of digital, print and outdoor activation, is led by four ad films, which celebrate the micro moments where home products add warmth to a home making it an inviting place; a place that fosters love and togetherness. The films achieve this while highlighting the aesthetics and the utility of the product range.
The main ad film opens with a very Indian, warm gesture ‘Ghar Aaiye Na’ (Welcome home), depicting the brand’s belief that a house becomes home due to the strong emotions of the residing individuals and the feelings they attach to every corner of the household. From old friends bonding over cups of tea to a bunch of tiny tots perched cozily under a blanket listening to grandma’s tales, friends bonding over an afternoon baking session to teenage girls spending a sleepover singing karaoke with mops and pans as mikes and guitars, the film showcases one’s beautiful relationship with home.
The main thematic film is supported by three individual product films. In line with the main film, they too celebrate micro moments created by inviting homes through the perspective of the products alone. The film featuring bed décor narrates the stories ranging from grandma’s stories to late-night chats in bed with a friend, anniversary celebrations, a kid’s fortress made of bedsheets or the bliss of reading a book in the bed.
Similarly, the film for storage solutions features how every jar in any kitchen has a name to it amongst other nuances that make the kitchen experience unique. Even cups have their own tales to tell, which are captured aptly by the third product film. Be it a close rendezvous over a cup of tea, few sips during neighbourhood gossip, a strong dose of caffeine to digest the news around the world, few gentle sips through romantic moments or maybe a lone monologue penned down with a big warm cup of one’s favourite beverage; all this captured in the film for Big Bazaar’s cups and mugs selection.
As per Jishnu Sen, Chief Marketing Officer, Future Retail Limited, “For the past 16 years, Big Bazaar has been India’s go-to retailer for food, groceries, everyday essentials and increasingly, even fashion. Our home section was, however, yet to reach its greater potential. So, we wanted to establish Big Bazaar as a destination for everything home. And ‘Ghar Aaiye Na’ is a beautiful manifestation of the insight that a comfortable home is a welcoming one.”
Rahul Mathew, National Creative Director, DDB Mudra Group, said, “We wanted to take homes from being just living spaces to being an invitation. An invitation to friends, family and even to self. Because it’s when you’re house proud that you’re more eager to have people over; and people are just as eager to oblige. And the home section of Big Bazaar has everything to help you turn your living space to a space you want the world to see so that you can proudly say ‘Ghar Aaiye Na’.
Client: Big Bazaar
Agency: DDB Mudra West
Creative: Rahul Mathew, Nilay Moonje, Manoj Bhagat, Suman Adhikary, Nilesh Anjarlekar, Swathy Sreekumar, Vikas Gaur, Amol Ambetkar, Mangesh Kadam, Suresh Shinde
Account Planning: Amit Kekre, Mehak Jaini, Nainika Chauhan
Account Management: Sanjay Panday, Sharon Picardo, Abhaysingh Bhonsle, Vishwendra Singh Parmar, Hardik Bansal
Agency Production: Vishal Sane, Siddhi Bhopale, Pravin Misal
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