Retailer Big Bazaar has rolled out an advertising campaign for its 'Mahabachat' initiative, a sale property around the Independence Day weekend.
The film shows happy Big Bazaar customers transporting shopping bags from the store to their houses. One instance shows a crane being used to shift bags into the house of a customer, while another shows a cycle rickshaw filled with bags. Yet another shows doors of an elevator opening with shopping bags falling out, while a family is shown towing their bags in a Volkswagen Beetle. Elsewhere, alady shopper is shown getting out of an outstation train with a bunch of coolies carrying her Big Bazaar bags. The film ends with a voice over and super introducing the '6 days Mahabachat' sale at Big Bazaar.
On the film, Anand Karir, senior creative director, DDB Mudra Mumbai, said, “In today’s time, the consumer is constantly feeling that the value of the rupee is dipping and hence everything is becoming more and more expensive. Our idea was to communicate to the customer that Mahabachat, with its offerings at rock bottom prices, is here to pump up the power of their money. The jingle 'Har koi raaj karega, dil ki aaj karega’ complemented by shots of people who have shopped for insane amount of stuff from Big Bazaar attempts to communicate the same in a simple and engaging manner.”
Creative agency: DDB Mudra Mumbai
Chairman and chief creative officer: Sonal Dabral
Office head: Rajiv Sabnis
Creative head: Anand Karir, Vinayak Nayak
Copy: Anand Karir, Rishabh Dave, Fazal Syed
Art: Ninad Gharat, Kamlakar Budhkar
Account planning: Amit Kekre, Gitanjali Saxena
Account management: Sanjay Panday, Makarand Gholba, Rohan Patankar
Films: Vishal Sane, Pravin Misal
Production house: Whodunit Films
Director: Anand Karir