Big Bazaar recently rolled out two ad films to announce its ‘Crazy Weekends’ offer. The campaign has been conceptualised by DDB Mudra West and went on air in late April.
One of the films features a man flying a kite, by himself, on his terrace. It gets entangled in an aeroplane passing by. After a struggle in which he manages to even turn the plane around, he gives up and cuts off the thread. It turns out that he is narrating the whole episode to his colleague, to whom he poses the question: "What if I had not cut the thread?" When the colleague admonishes him for being a blatant liar, he retorts saying that it was he who started it, referring to a deal he claimed he got at Big Bazaar.
Another film follows the same theme but features a young lady in a living room facing a cow. Upon feeding the cow oranges, she claims to her colleagues that the bovine gives about 2 litres of orange juice everyday.
Akshay Mehrotra, chief marketing officer, Big Bazaar, said, "Owning the weekend is the most important for successful retail operations. Big Bazaar promises to be the most exciting destination to visit over weekend and we are all excited to get more consumers palpitating with exciting offers in our stores every weekend. This campaign is not only built on offers to fire the market but also built around many building blocks which make shopping fun at big bazaar during weekends."
Rahul Mathew, creative head, DDB Mudra West, added, "The campaign idea was literally our first reaction to the offers that Big Bazaar proposed for 'Crazy Weekends'. After that, we just had to think up of executions that brought the incredulity to life in an engaging manner."
Client: Big Bazaar
Creative agency: DDB Mudra West
Chairman and chief creative officer: Sonal Dabral
President: Rajiv Sabnis
Creative team: Rahul Mathew, Manish Darji, Mayuresh Wagle, Pankaj Nihalani, Amol Annaldas, Rahul Gate, Syed Hussain
Account management team: Sanjay Panday, Luv Chaturvedi, Makarand Gholba, Abhay Bhonsle, Amit Arora, Pulin Parekh
Planning team: Amit Kekre, Subash Franklin, Neha Kulkarni
Films team: Vishal Sane, Riddhi Mehta
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