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India’s biggest retailer, the Future Group, has decided to invest in the Indian Premier League (IPL) for the first time.
It has set aside nearly ₹20 crore to buy airtime, apart from earmarking a marketing spend of ₹250 crore for the year.
The company is keen on pushing new categories within its Big Bazaar and FBB (Fashion For Big Bazaar) outlets with its new campaign: ‘Big Bazaar, Making India Beautiful’.
The Future Group generates a turnover in excess of ₹8,000 crore from Big Bazaar and FBB across 225 outlets.
“Although the ad rates are high for IPL this season, it makes financial sense to invest in this property, as we are using television for the first time to generate more footfalls at our stores. We bought airtime for the property after the first 10 matches and hope to increase sales by 40 per cent this year,” said Sandip Tarkas, CEO, Future Media, and President-Customer Strategy, Future Group.
With a series of commercials to highlight categories such as linen shirts, trolleys, denim wear, cook tops and even hot pants, Big Bazaar wants consumers to widen their shopping baskets.
“Almost half of Big Bazaar’s sales are generated from fast-moving consumer goods and foods.
“We want to tell our consumers that we sell other products, too, and run a series of ads to highlight the same. Properties like IPL help in giving us a bigger platform,” he added.
Unleashing ads The Future Group had been resorting to the print medium all these years to generate footfalls for its hyper-market format. Now, it intends to unleash its ads across several other platforms, with significant investments on television.
“The print medium has been our mainstay all these years, as we did not have a strong proposition for Big Bazaar since the time we started in 2001. But now, with the ‘Making India Beautiful’ campaign, we will be capturing the changes in Indian society through television. Almost 60 channels will air the campaign, along with radio and online. Even our own stores will air them,” said Tarkas.
The company has decided that Big Bazaar and FBB stores will also be used as a medium to connect with consumers, with the latest campaign.
“We will be our own media vehicle, too, as we have 8 lakh footfalls daily on an average.”
The company’s advertising campaign will run on television sets inside the stores.
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