Big Bazaar’s latest festive film celebrates essence of togetherness

The campaign has been conceptualised and crafted by the DDB Mudra Group

e4m by exchange4media Staff
Updated: Nov 6, 2018 4:05 PM

Big Bazaar has been running ‘Har Tyohaar Mein Big Bazaar’ campaign with an aim to reinforce the brand’s understanding of India, her festivals and the nuances with which different groups across the country celebrate different festivals, such that it makes Big Bazaar a preferred destination for all festive needs/shopping. 

As an extension of #HarTyohaarMeinBigBazaar, the brand’s latest film celebrates the very essence of family and togetherness that forms the fabric of any Indian festival and brings to life the meaning of the true spirit of Diwali. 

Conceptualised and crafted by the DDB Mudra Group, this film takes its inspiration from the lives of the many Indians who undertake long journeys from all over India to celebrate Diwali with their loved ones, but often find themselves stuck in transit and unable to make it home for the festival. 

The warm, cinematic narration takes us through the journey of Jatin, a passenger in a delayed train who decides to not let the situation get the better of him. Instead, he strikes up a conversation with his fellow traveler to break the somber mood and offers him sweets from Big Bazaar. His little gesture sparks a chain reaction, with other passengers joining in and celebrating Diwali in the train itself, like one big family. 

Penned by Rahul Mathew and his team, the lyrics of the background score resonate with the festive spirit of Diwali and the music, composed by music producer Sameeruddin, encompasses every mood in the film. 

Apart from the film, the campaign consists of a print, digital, radio and outdoor leg too. 

Speaking about the campaign, Jishnu Sen, Chief Marketing Officer, Big Bazaar, said, “We at Big Bazaar believe that festivals; all of them are an intrinsic part of Indian life. So we celebrate all of them under one common thought of Har Tyohaar mein Big Bazaar. Diwali is yet another festival that’s important. We built a campaign on two truths. The first that a simple act of sharing a sweet and saying ‘Happy Diwali’ can bring untold joy. The second truth is that unfortunately, some people are not with family on Diwali. When you marry these two thoughts you get a magical tale of how a train full of lonely strangers transforms into a celebration of festive cheer. The agent of that change being, the small and big things you can buy from our stores at Big Bazaar.”

Iraj Fraz, Executive Creative Director, DDB Mudra Group, added, “The film celebrates the essence of togetherness during India’s biggest festival. It’s only the spirit of Diwali that can turn a train full of sullen strangers into one big family reveling in the festivities. This narrative is a part of our ongoing campaign, 'Har Tyohaar Mein Big Bazaar'.”

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