Big Bazaar teams up with rapper Emiway Bantai for ‘Sabse Saste 5 Din’ anthem

Law & Kenneth Saatchi & Saatchi also part of collaboration for campaign

e4m by exchange4media Staff
Updated: Jan 23, 2019 12:41 PM
big bazaar

Big Bazaar has collaborated with one of the biggest artists of underground rap, Emiway Bantai for its Sabse Saste 5 Din announcement.

Bantai is one of the rappers for the upcoming movie ‘Gully Boy’, starring Ranveer Singh. When approached by Big Bazaar to do something about Sabse Saste 5 Din, Emiway visited a Big Bazaar store and came up with the idea of creating a composition about all products available at Big Bazaar and how Sabse Saste 5 Din is all about the celebration of shopping. 

This year, Sabse Saste 5 Din will be held between 23 and 27 January across Big Bazaar stores. 

Pawan Sarda, Head of Digital, Future Group, speaks about how the collaborations fits the philosophy of Big Bazaar. “We always make sure that the brand is moving along with the customer and our constant endeavour is to do things to be relevant to young India. Digital is all about topicality and how best a brand can integrate the same in its storeytelling. Thus with the buzzing rap culture catching the fancy of the entire nation, we chose to do a “rap” to announce the launch of Sabse Saste 5 Din with Emiway.” 

Anil Nair, Managing Partner, Law & Kenneth Saatchi & Saatchi adds on how this move is a perfect amalgamation of astute marketing and creativity, in which Big Bazaar continues to excel in. “Big Bazaar is a brand that has constantly tried to be relevant and in touch with the spirit and changing needs of young India. Be it with our various Facebook 24-hour LIVEs or the Twitter Decide Your Price promotions or the Google Smart Search. Our collaboration with Emiway Bantai is part of immersing ourselves into their conversations and narrative.”

Sudarshan Sudevan, Executive Creative Director, Law & Kenneth Saatchi & Saatchi sums it up with how Emiway is the perfect choice for this campaign. “Sabse Saste 5 Din, as a celebration, has so many things on offer for the consumers that the best form to bring them alive with the flour of the season was Indian Rap & Hip Hop. We wanted to explore this new, upcoming genre in a way that has never been used before. And Emiway Bantai fit into our scheme of things perfectly.” 

Watch the video here:

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