Fashion at Big Bazaar (FBB), a part of the Future Group, has roped in Shikhar Dhawan as brand ambassador and launched a new campaign themed 'Let's make India thoda aur stylish'. The campaign, which is currently in phase one, has been rolled out on social media.
The online film created by DDB Mudra shows Dhawan on the sets of a modelling assignment. Dhawan says his moustache is his style on and off the pitch. This statement is followed my various shots of the opening batsman posing for the camera. Dhawan then asks 'How stylish are you?' adding that his moustache has made him 'thoda aur' (more) stylish. It ends with a super that spells out the brand’s message: Let's make India thoda aur stylish.
Akshay Mehrotra, CMO, Big Bazaar, said, “The youth likes to engage with brands instead of looking at TVCs. We were looking at someone stylish to engage with our TG (which is 18 to 30 years) and we thought there’s no one better than Shikhar Dhawan. Today, audiences are online so there’s a far greater engagement opportunity as well.”
“This will be a 360-degree campaign and will be rolled out on media other than social media soon. We’re also looking at on-ground engagement. Some of our own ground activities include our sales staff in the outlets growing moustaches like Dhawan’s. Also, since India’s a vast country, we’ll be having different print ads across the country for different markets,” added Mehrotra.
Anand Karir, senior creative director, DDB Mudra, added, “The brief we got for this campaign was to democratise fashion and make it available. For the stuff we plan to do, Shikhar Dhawan is the perfect fit. He’s known for his stylish moustache, but we plan to take his style quotient to another level. The campaign will not only have him featuring in films, but he’ll be present across media. We’re also planning to make him available for interactions with people and that should be out in the next couple of months.”
Dhawan replaces Indian cricket captain Mahendra Singh Dhoni as the brand ambassador of FBB.
Client: Future Group
Agency: DDB Mudra
CCO: Sonal Dabral
ECD: Louella Rebello
Senior creative directors: Anand Karir, Vinayak Nayak
Copywriter: Anand Karir
Account management: Sanjay Pandey, Makrand Gholba, Abhimanyu Juneja
Agency producer: Vishal Sane, Pravin Misal
Director: Anand Karir
Post production: Teamworks studios