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Shedding its “sabse sasta” image, hypermarket chain Big Bazaar has launched its biggest marketing campaign to “democratise” fashion with tagline “Making India Beautiful”.
The Kishore Biyani-promoted retail chain has invested Rs 100 crore in the campaign, which includes 52 short films based around 52 categories and will be aired nationally from March 24 onwards for the next 52 weeks.
The films have been created by leading adverting agency DDB Mudra.
Unlike the norm of doing one TVC (Television Commercial) , this campaign goes on to take one product every week from Big Bazaar. Many of the TVCs shows products from brands such as Ferrero Rocher or Prestige amongst others as a part of its co-branding exercise that showcases the growth of aspirational categories such as premium chocolates and induction stove.
Launching the ads on YouTube today, Kishore Biyani said the each TVC would tell a story that reflects societal and demographic changes in India.
These short stories also trigger positive social change like – men lending a helping hand to household work, health consciousness, people becoming more stylish, society becoming more secular among others.
“Fashion is changing every five years as compared to 10 years a decade ago. We will showcase the products of tomorrow. Big Bazaar has always been the torchbearer of change. Be it the offering of better products at a fair price or even introducing aspirational products which were otherwise out of reach of the mass Indian consumers,” he added.
Beyond this 52-TVC campaign, this campaign will be backed by OOH, radio and in-store visual merchandising, where the retailer will push that particular category aired in the video in the same week.
Madhukar Kamath, Group CEO & Managing Director, DDB Mudra Group said “It is a unique, never done before and a brave campaign which can only come from a leader like Big Bazaar.
"The brand has been at the forefront of innovation and leading change. This campaign redefines the step-change that Big Bazaar is making in its relationship with its current and prospective shoppers".
"It will further establish Big Bazaar as a company that sells products which enable and inspire every Indian to make their world look beautiful on the outside, as well as on the inside.”
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