Big Bazaar has launched a new marketing campaign with the promise of ‘Making India Beautiful’. The campaign conceptualised by DDB Mudra comprise of 52 TVCs, one of which will air each week beginning 24 March 2014.
Each film will feature one product line of Big Bazaar, demonstrating how the product is making Indians’ lives more beautiful. Kishore Biyani, group CEO, Future Group launched the first campaign on Youtube at a media event in Mumbai on 13 March.
The film features fashion, told through the story of a father and son getting dressed up for Valentine’s Day. The film shows the son surprised that his father too is gearing up for the big day.
“Each film is a light-hearted commentary focusing on the changes happening in Indian society and initiating positive social change like, men lending help in household work, health consciousness, people becoming more stylish, society becoming more secular etc.,” informed an agency statement.
The Rs 100-crore campaign will also have OOH, radio and in-store legs.
Biyani explained that the objective was to create demand for new categories and products, while working on the repositioning of ‘Making India Beautiful’. “The brief was to make a happy campaign, to make an upgrade, and to get more customers into the stores,” he said.
Madhukar Kamath, group CEO and managing director, DDB Mudra Group, said, “It is a 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 enable and inspire every Indian to make their world look beautiful on the outside, as well as on the inside.”
Sonal Dabral, chairman and CCO, DDB Mudra Group, added, “'If it’s not engaging and insightful, it's not creative'. These were Mr Kishore Biyani's words when he charged us with doing something daring and different for brand Big Bazaar. The result: An unprecedented 52-week long one film-a-week campaign. Daring idea for a daring client. True to the brief we have approached these as not just 52 TVCs but nuanced, deeply insightful and closely observed 52 sparkling stories of the small changes Big Bazaar and its products are bringing to everyday India.”
Creative agency: DDB Mudra Group
Group CEO & MD: Madhukar Kamath
Chairman & CCO: Sonal Dabral
President: Rajiv Sabnis
Creative head - West: Rahul Mathew
Creative team: Aman Mannan, Anand Karir, Ashish Phatak, Vinayak Nayak, Anshu Sharma & Nishant Jethi
Business Head: Sanjay Panday
Account management: Makarand Gholba, Abhimanyu Juneja, Amit Arora
Production house: Ten Films
Director: Rahul Sengupta
Music: Bhassker Saikiya
Agency Producers: Vishal Sane, Siddhi Bhopale