Big Bazaar’s new Mahabachat campaign

14 Aug,2012

By A Correspondent

 

[youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=O-bo9pTou5I[/youtube]

Big Bazaar is the pioneer of organized retailing in India and has been successful in creating many new consumption occasions, which offer unbeatable value to the Indian middle class. One of such landmark properties is Mahabachat, which has been designed to spur consumption around the Independence Day holiday.

 

This year the challenge was to instill confidence into the property promise of big savings at a time when persistent inflation was dampening consumer spending.

 

The consumer reality revealed that they harbored a sense of helplessness towards inflation, with no solution in sight. Over the years, the effect of inflation had moved beyond the kitchen to oil prices, fashion, education and entertainment, leading to an increase in the cost of living. At the same time consumer aspirations were also on the rise, resulting in an overall state of dissatisfaction.

 

As a solution to the current consumer angst, they empowered their consumers with a concrete solution of Mahabachat. The resolve of victory on inflation by participating in Mahabachat was brought alive through the optimistic call to action- mehengai par halla bol. The TVC worked to build an atmosphere of collective hope and confidence. The campaign was supported by TV, print, radio, outdoor and digital medium.

 

Chief Creative Officer: Sonal Dabral

Office Head: Rajiv Sabnis

Creative Head: Vinayak Nayak, Anand Karir

Creative Copy: Neh Rathi, Anand Karir and Fazal Syed

Creative Art: Binal Parikh Gharat, Sunil Petkar

Account Planning: Amit Kekre, Gitanjali Saxena

Account Management: Sanjay Panday, Rajiv Wadhwa, Makarand Gholba, Abhay Bhonsle

Films: Mahen Solanki

Production House: Whodunit Films

Director: Sujay Shetty

 

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