Retail brand Big Bazaar recently unveiled an integrated campaign for its annual six-day sale – ‘Sabse saste 6 din’. To promote the sale, Big Bazaar’s new integrated film-led campaign – Bachat paane ki vaccine – aims to highlight its desire to give back to customers after the rough year that 2020 has been. The campaign has been created by Wondrlab.
Each of the three films highlights one aspect of Big Bazaar’s wide range offers across clothing, household items and groceries.
Pawan Sarda, group CMO, digital, marketing and e-commerce – Future Group, said, “#O2O Online to offline is a big initiative we have taken at #BigBazaar. It cannot get bigger than this during our most iconic sale, Sabse Saste 6 Din #SS6D. The last year has been tougher than ever for most people, especially households with people facing salary cuts, with some losing jobs and businesses facing a hit by the lockdown. Something nobody was prepared for. Big Bazaar has gone an extra mile and is offering more savings if you pre-pay for the shopping.”
Amit Akali, co-founder and CCO, Wondrlab, added, “We are excited at having the opportunity to work on India’s biggest retail sale. Big Bazaar is one of India’s most iconic brands and ‘Sabse Saste Din’ is also a brand by itself. Consumers look forward to the sale each year, and more so in 2021, after the year they’ve had. It was important to cut through the clutter and do justice to a big annual property. More importantly, we wanted to be honest and call out the year that the consumer’s gone through, giving the sale as a solution. For instance, one lady speaks about how being locked in at home doesn’t stop kids from growing up, while you see her shopping for kids’ clothes. These are all real conversations that consumers are having and would relate to. The challenge of course was to have the conversation and land the sale in just 15 seconds. We’re pleased with the freshness and simplicity of the campaign, that brings marries the positive sentiment of the sale with that of the vaccine, seamlessly.”
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