Big Bazaar is back with its 'Maha Bachat' (super-saver) annual sale property for which DDB Mudra West has conceptualised an advertising campaign. The sale began on 12 August and will run till 16 August.
The film, while capturing several customer segments with varied interests indulging in the sale for their own reasons, showcases the various products available on sale at its stores. A husband impressing his wife with a new range of kitchen equipment opens the film, followed by a mother adding to her son’s luggage with goodies, thanks to the sale. Various other scenes are shown, which include a 'break up sale', a 'maha naukri (big job) sale,'maha selfie' sale, 'maha bachpan' sale. The film is set to a lively jingle that adds to the light-hearted sale promotion.
Akshay Mehrotra, CMO, Big Bazaar, said, "Maha Bachat has always stood for great value on a wide array of products, but 2015 is an interesting year for us. All these years we have seen people come in large numbers and shop for everything essential for homes, but this year seeing the way people are going about their lives, there is a sense of upgrade, spends increasing in discretionary lifestyle products as well. Unlike the previous years, where these needs were kept on a backburner, the mood of consumers this year is that these needs are also as important. As a result, we have carefully packed in offers that not only cater to non-discretionary needs, but any and every kind of need.”
He explained that hence, the sale covers toys to health foods to fashion, and added: “And what better way to cue this than at the start of the festive season beginning with Onam and Pujo."
Sonal Dabral, chairman and CCO, DDB Mudra Group said, "Maha Bachat sale is an important annual mega event for Big Bazaar. Communication for such mega sale events is always a challenge to create as it needs to be high decibel and yet insightful to truly connect with the audience. Exactly what this campaign is. A high energy campaign that not only outlines the wide variety of goods on offer but is also about how the products will enhance our audience's lives. Set to a nicely branded catchy track I'm sure the film will engage, entertain and entice them to head to Big Bazaar and enjoy this mega sale."
Sanjay Panday, SVP, DDB Mudra West, said, "Big Bazaar's Maha Bachat is different from all other sales and I say that because it's the only sale in India that has something for everyone. Offers across categories like food, fashion, home decor, toys, footwear, kitchenware etc. Our campaign is building relevance by amplifying consumer emotions associated with the products that are on offer.”
The campaign also consists of print and radio advertisements.
Client: Big Bazaar
Agency: DDB Mudra West
Chairman and CCO: Sonal Dabral
President, DDB Mudra West: Rajiv Sabnis
National strategic planning head: Amit Kekre
Creative: Rahul Mathew, Manoj Bhagat, Suman Adhikary, Pankaj Nihalani, Amol Annaldas.
Planning: Subash Franklin, Aunkita Dey
Account management: Sanjay Panday, Luv Chaturvedi, Abhay Bhonsle, Ameya Awalegaonkar
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