Sadashiv Nayak’s delineation on Naye India Ka Bazaar

Retaining the core idea of ‘Isse Sasta Aur Accha Kahin Nahin’ with the idea of Naye India Ka Bazaar, Sadashiv Nayak shares the story of Big Bazaar in the Indian retail space in his own filmy way.

e4m by Priyanka Nair
Updated: Nov 23, 2011 7:40 AM
Sadashiv Nayak’s delineation on Naye India Ka Bazaar

With fast growing organized retail in India, one brand that every Indian household is now familiar with is ‘Big Baazar’. Born outof the idea of amalgamating the look, touch and feel of Indian bazaarswith the choice, convenience and hygiene that modern retail provides, the first three Big Bazaar stores were launched during the festive season in 2001 in the cities of Kolkata, Bangalore and Hyderabad. Since then, 151 more stores have come up in 90 cities across the country. And how has the brand been able to grow so fast? Speaking at the Mumbai leg of the Pitch CMO Summit 2011, on Monday, Sadashiv Nayak, Joint CEO, Future Value Retail, said, “One has to listen carefully in a retail set up to meet up the everyday dynamic needs of the consumers.”

He informed that today, Big Bazaar provides a platform for over 15,000 small, medium and large producers and manufacturers to sell their products to Indian consumers. The opening of the 100th Big Bazaar store in 2009 marked the fastest organic expansion of a hypermarket retail format anywhere in the world.

Consumer engagement is the key element that Big Bazaar has always focused on in each of its communication ideas. With the sector being sovast and dynamic, it is interesting to see that modern retail is yet to reach its optimum reach. In fact, as Nayak said, Big Bazaar’s communication ideas too have been driven by the consumers.

Big Bazaar over the recent times has introduced some really interesting properties in association with multi giant brands like Unilver for the “Beauty Carnival”. The carnival, held during the marriage season, gave an opportunity to other beauty brands too, and help the category grow. Other programmes like Special Snacking Packages during the cricket season, Mega Exchange offers, Pehli Tarikh campaign pan India, Just Try Madi promotions in the south, and Wednesday Bazaar that has changed the Sunday shopping day notion, are all trendsetting activities that have been introduced by Big Bazaar. “This absolutely makes Big Bazaar a brand that is closely associated to millions of Indians because it offers what the consumers wish to get offered,” Nayak said.

Big Bazaar recently unveiled a new logo with a new tag line: ‘Naye India Ka Bazaar’, replacing the earlier: ‘Is Se Sasta Aur Accha Kahin Nahin’, on completion of 10 years in the market. Nayak justified the change by stating that during this time, India too had changed dramatically and so had the customers who walked into Big Bazaar. Keeping in mind this evolution and to stay a step ahead, Big Bazaar has unveiled a new logo that stands for adynamic forward movement and a more modern outlook designed for each member of the great Indian family. Also, that not all goods sold now are inexpensive, hence, the need for a change in the tagline.

The presenting sponsor of the Summit was Jagran in association with Zee Bangla; and other associate sponsors included Times Television Network and Open magazine.


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