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Shedding its ‘sabse sasta’ image, hypermarket chain Big Bazaar has launched its biggest marketing campaign to democratise fashion with the tagline ‘Making India Beautiful.’ The retail chain has invested ₹100 crore in the campaign, which includes 52 short films based on 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 television commercial, this campaign goes on to take one product every week from Big Bazaar. Launching the ads on YouTube today, Kishore Biyani, CEO, Future Group, said each commercial would tell a story that reflects the societal and demographic changes in India.
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