MUMBAI: Multiple creatives for a certain marketing initiative is nothing new today. Marketers come up with variants of advertising campaign to keep the target audience engaged, but the country’s largest hypermarket chain, Big Bazaar has launched its latest marketing campaign which will leave all others plain faced.
Unlike the norm of doing a TVC which tries to establish the brand positioning and message thought through a single or a series of TVCs, the campaign from Big Bazaar will see 52 different TVCs which will go on to take one product every week from the hypermarket chain.
DDB Mudra Group CEO and managing director Madhukar Kamath said, “It is an unique, never done before and a brave campaign which can only come from a leader like Big Bazaar. The brand has been at the forefront of innovation and leading change. This campaign redefines the step-change that Big Bazaar is making in its relationship with its current and prospective shoppers. It will further establish Big Bazaar as a company that sells products which enables and inspires every Indian to make their world look beautiful on the outside, as well as on the inside.”
Each TVC is a light-hearted commentary on the changes that are happening in Indian society, and make for interesting stories of the role that products play in making people’s life more beautiful and enriching. These short stories also trigger positive social change like men lending a helping hand to household work, health consciousness, people becoming more stylish, society becoming more secular etc. This campaign strengthens the connection of Big Bazaar with its current customers, while appealing to new younger Indian consumers at the same time.
DDB Mudra Group chairman & CCO Sonal Dabral said, “If it's not engaging and insightful it's not creative. That's what we told ourselves when it came to the creative execution of these films. We looked at deep insights around each of the 52 products to come up with stories for each one of them. Our objective was to showcase the brand and its usage and yet convey the small change that the product has brought into the lives of new Indians through nuanced and closely observed insights. In terms of tonality, we have kept it real because that's the voice of Big Bazaar. These are not ad films they are closely observed 52 sparkling stories of the small changes Big Bazaar and its products are bringing to everyday India.”
The campaign will be backed by OOH, radio and in-store visual merchandising.