10 years of ‘Naye India Ka Bazaar’

12 Dec,2011

Since heralding the birth of modern retail in India in 2001, Big Bazaar has adapted to varying consumption needs over the past decade. It has not only catered to the Indian consumer’s inherent search for value, but also attuned itself to his emerging aspirations. Big Bazaar’s offerings were amongst the first to address these dual needs.

 

On the occasion of Big Bazaar’s 10th anniversary, the challenge was twofold. They had to narrate the brand journey and also recast Big Bazaar’s promise – “Iss se sasta or accha kahin nahin” with a new and relevant meaning. They  needed to craft a promise which would mark Big Bazaar’s commitment to continual evolution.

 

India of today was different from that of 10 years ago, and so was Big Bazaar. There was an existing symbiotic relationship between the two, which became the inspiration for the new tagline and logo.The promise of continuously evolving and keeping pace with the consumers was captured through the new logo and tagline – “Naye India Ka Bazaar”. The word “Naya” connoted an embrace of modernity while “Bazaar” re-instated the brands belief in rootedness and Indian values

 

The journey of Big Bazaar would then be captured in the same way.

 

The reason is simple; they are changing with their consumers. And in this journey of 10 years they accept the mistakes of the past, because Big Bazaar believes, ‘only when we accept and acknowledge our mistakes’ can real improvement occur.

 

They have expressed their willingness to evolve through one simple word – “sorry”. A bold stance for any advertiser. And they express our gratitude towards our consumers by saying – “Shukriya” – Thank You.

 

Credits:

Mudra India (West)

Office Head: Arijit Ray

CCO: Bobby Pawar

Creative Copy: Anil Bhardwaj

Creative Art: Vinayak Nayak, Ninad Gharat

Films: Vishal Sane, Mahen Solanki

Production House: Red Carpet Entertainment

Director: Rajkumar Gupta

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