By A Correspondent

Given the slowdown concerns, VMLY&R and Big Bazaar hacked into the moment marketing phenomenon by expressing moments of frugality through frugal storytelling. It manifested in the form of a series of Thumbstopper films to remind customers of where they can fulfil their festive shopping desires. ‘Extraa Wali Diwali’ tells consumers not to hesitate or hold back during their festive shopping, because of the offers they can find at Big Bazaar.

Said Abbas Mirza, Associate Creative Director, VMLY&R: “These films are a product of mapping the customer journey in- store, including how consumers interact with their mobiles while shopping. In this world of connected consumer experiences where offline shopping can be influenced in real-time by online ads, we used Facebook’s new storytelling platform for Extraa Wali Diwali, which tells people they don’t have to hold back because of the great offers available. Through this campaign, customers realize they no longer need to juggle between indulging themselves and being mindful of their budgets during festive times, solving a conflict for the consumer as well as for our client.”

Added Pawan Sarda, Group Head – Digital, Future Group: “Festival is one of the most important consumption periods for the retail sector. We want to let our customers know that Big Bazaar understands their needs and has the right offers to make their Diwali Extra special. We took the route of ‘thumbstoppers’, which is native to Facebook and through real-life instances built short stories that move to bring out the action.”