Big Bazaar celebrates ‘Crazy Weekends’ with new campaign by DDB Mudra West

19 May,2015

By A Correspondent

 

Big Bazaar, the largest hypermarket chain in India keeps its consumers attracted by offering them timely deals and discounts. What further adds value to their exciting offers is the engaging way in which they are communicated to the audience.

 

Staying true to the tradition, DDB Mudra West has crafted a campaign ‘Shuru Kisne Kiya’ to announce the Big Bazaar Crazy Weekends offer.

 

Campaign brief

The brand wanted to capitalize on the entertainment seeking behaviour of consumers during weekends and showcase Big Bazaar as an ultimate weekend shopping destination.

 

Objective

The objective was to build anticipation and excitement towards ‘Crazy Weekends’ at Big Bazaar

 

Idea

The baseline to the idea was drawn from the offers itself. These ‘too good to be true’ offers are so unbelievable that when described, they sound like a lie. This thought paved way for ‘Shuru Kisne Kiya.’

 

Execution

The idea was translated in two ad films with a central storyline of one character talking about the deal he gets at the ‘Big Bazaar Crazy Weekend’. So good is the offer that the other character assumes it to be a fabricated story and retorts with a crazier, imaginary tale. When he first character opposes, the films end with the second character saying- ‘Shuru Kisne Kiya.’

 

Both the films show bizarre and unbelievable tales like a plane getting stuck in a kite and a cow giving orange juice instead of milk as the response to the friend telling them about the incredible deal he got over the weekend at Big Bazaar.

 

Client quote:

Akshay Mehrotra, Chief Marketing Officer, Big Bazaar said, “Owning the weekend is the most important for successful retail operations. Big Bazaar promises to be the most exciting destination to visit over weekend and we are all excited to get more consumers palpitating with exciting offers in our stores every weekend. This campaign is not only built on offers to fire the market but also built around many building blocks which make shopping fun at big bazaar during weekends.”

 

Agency quote:

Rahul Mathew, Creative Head, DDB Mudra West said, “The campaign idea was literally our first reaction to the offers that Big Bazaar proposed for Crazy Weekends. After that, we just had to think up of executions that brought the incredulity to life in an engaging manner.”

 

Agency Credits

Agency Name: DDB Mudra West

Chairman & Chief Creative Officer: Sonal Dabral

President: Rajiv Sabnis

Creative Team: Rahul Mathew, Manish Darji, Mayuresh Wagle, Pankaj Nihalani, Amol Annaldas, Rahul Gate, Syed Hussain

Account Management Team: Sanjay Panday, Luv Chaturvedi, Makarand Gholba, Abhay Bhonsle, Amit Arora, Pulin Parekh

Planning Team: Amit Kekre, Subash Franklin, Neha Kulkarni

Films Team: Vishal Sane, Riddhi Mehta

 

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