Big Bazaar taps social to promote latest campaign

Executed by Tribal DDB India, this is the first time Big Bazaar has used social media in its communication plan

e4m by Priyanka Nair
Updated: Jan 8, 2013 7:51 PM
Big Bazaar taps social to promote latest campaign

Big Bazaar, known to use largely mass medium such as television, print, radio and outdoor, has extended its presences on digital by using social media platforms for its latest ‘India's Most Stylish Homes’ campaign.

Executed by Tribal DDB India, the social media campaign is spread across 31 cities in India and covers 106 Big Bazaar stores. It involves a contest wherein people have a chance to flaunt their homes. The 10-day contest, targeted at SEC AB, 25+, has taken on board actors Sakshi Tanwar and Ram Kapoor who play the protagonists in the popular soap Bade Achhe Lagte Hain as brand ambassadors.

To take part, customers have to to shop for a minimum of Rs 300 and send in pictures of their homes through email, the Facebook page of Big Bazaar or drop a picture into the drop boxes at various outlets. A Facebook application has been designed to enable users to upload their entries with a click.

Over 10, 000 entries on Facebook have been received. The contest is expected to draw about one lakh participants.

Commenting on social media campaign strategy, Saugata Bagchi, VP, Tribal DDB India said, “This is for the first time that Big Bazaar has used social in its media plan. The attempt is one of its kinds and has reached the belly of the market. The target audiences are actually the ones who are driving the internet population of the country. With this campaign, we are sure Big Bazaar with get a lot of attention and interactivity with its customers.”

The winners will be announced at three levels. In the first or store level, each of the 106 stores will have one winner with the most stylish home. The picture of the winning house will be displayed within the store premises. At level two, these store winners will compete for the title of the most stylish homes of their respective cities, thus giving 31 new winners. A team of interior designers will decide on the winners till this level. However, in the final stage, a national winner will be selected based on the decisions of judges as well as the brand ambassadors.

Tanwar and Kapoor will be associated with various radio broadcasts during the announcement of the first and second level winners. For the third and final level, they will visit the winner’s home.

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