Hypermarket chain Big Bazaar is back with its annual Republic Day sale ‘Sabse saste din’ (Cheapest day). To promote the same, the brand has launched a campaign straddling TV, print and OOH media.
The ad film conceptualised by DDB Mudra is titled ‘Sirf teen Din Milega, Paise Ka Poora Nichod’ (Just three days, to get maximum value for money).
A jingle on the theme 'Chance math chod...' (Don't let go of the chance) accompanies a motley group of Indians literally squeezing the last paisa's worth out of products. It shows a lady pouring milk from a sachet. After pouring the milk, she pours water into the packet and shakes it up, before emptying the contents into the milk vessel to extract any remaining milk. Another old lady slurps out the last drop of cold drink from a bottle, unmindful of her family's attention. The film moves to lemonade being poured into a glass. In the foreground are the two halves of the lemon that have been used to make the lemonade. A kid is shown placing a tube of toothpaste on door corner and closing the door, to extract the last bit of paste from it. As the film moves to a supermarket where a couple place things in a cart, a voice over explains that India knows the value of money and introduces the Big Bazaar sale.
Anand Karir, senior creative director, DDB Mudra West, said, “The insight we cracked was so powerful and relatable that all we needed thereafter was to give it a great body and the right expression. To ‘Nichodo' ’something is a colloquial way of saying ‘to get maximum value out of something’. This is a very common habit in most Indian households. There are a million examples for this. We picked some of the best ones weaved them into a film with ‘Chance mat choad, kaske nichod’ (don’t miss the opportunity of getting maximum value out of something) as the expression.”
Akshay Mehrotra, chief marketing officer, Big Bazaar, explained that the annual sale would extend to over 500 touch points from 240 earlier. He explained, "Sabse Saste 3 Din mega offers will also reach to people where a store is not present through our Sabse Saste 3 Din mobile truck and right upto their doorstep through our vast network of Big Bazaar Direct franchisees. And our communication approach reflects the same approach of omni-channel presence through innovative solutions in OOH and print. We believe that this Sabse Saste Din will also get the same overwhelming response from our customers, which has made Sabse Saste Din synonymous with the best shopping discounts for millions of customers across India.”
Sanjay Panday, SVP and business head, DDB Mudra Group, said, “The 2014 Sabse Saste 3 Din campaign personifies the ‘pride’ that every Indian takes in ‘extracting maximum value from every rupee’. The campaign celebrates this quintessentially Indian virtue and drives the message that Big Bazaar’s Sabse Saste 3 Din is all about making the most of their hard earned rupee.”
Client: Future Group (Big Bazaar)
Creative agency: DDB Mudra
Chairman and CCO: Sonal Dabral
Office head (West): Rajiv Sabnis
Business head: Sanjay Panday
Creative head: Anand Karir, Vinayak Nayak
Account management: Makarand Gholba, Abhimanyu Juneja, Ankush Kapil
Account Planning: Amit Kekre, Subash Franklin, Shravya Kaparthi
Art: Binal Parikh, Ninad Gharat, Sunil Petkar
Copy: Rishabh Dave, Syed Fazal Husain
Films department: Siddhi Bhopale, Pravin Misal
Director: Nitish Sharma
Music: Sameer Uddin
Production house: Show and Tell Productions
Production executive: Anil Sonawane, Sunil Sharma, Sandeep Singh
Agency producer: Vishal Sane