Big Bazaar all set to release 52 TVCs in 52 weeks!

Big Bazaar India's largest hyper market chain, today announced the launch of its new marketing campaign. Unlike the norm of doing one TVC which tries to establish the brand positioning and message thought through a single or even a series of 2 or 3 TVCs, this campaign from Big Bazaar is executed through 52 different TVCs which goes on to take one product every week from Big Bazaar and through them demonstrate how these products are making Indians, lives more beautiful.

Big Bazaar has always been the torchbearer of change. Be it in retail sector or even introducing consumers to a better shopping experience. Be it the offering of better products at a fair price or even introducing aspirational products which were otherwise out of reach of the mass Indian consumers. It has always played the role of the democratizer.

Now with Indian consumers undergoing massive change in their lifestyle and shopping, Big Bazaar takes the onus of reflecting this beautiful change, which is making the daily lives of people better and more enjoyable, through its wide product range. The campaign also reflects the journey of Big Bazaar beyond just great deals and prices 

Each TVC is a light-hearted commentary on the changes that are happening in Indian society, and make for interesting stories of the role that products play in making people's life more beautiful and enriching. These short stories also trigger positive social change like, men lending a helping hand to household work, health consciousness, people becoming more stylish, society becoming more secular etc. This campaign strengthens the connection of Big Bazaar with its current customers, while appealing to new younger Indian consumers at the same time.

Beyond this 52-TVC campaign, this campaign will be backed by OOH, radio and in-store visual merchandising.

Sonal Dabral, Chairman & CCO, DDB Mudra Group, said, "If it's not engaging and insightful it's not creative. That's what we told ourselves when it came to the Creative execution of these films. We looked at deep insights around each of the 52 products to come up with stories for each one of them. Our objective was to showcase the Brand and it's usage and yet convey the small change that the product has brought into the lives of new Indians through nuanced and closely observed insights. In terms of tonality, we have kept it real because that's the voice of Big Bazaar.  These are not ad films they are closely observed 52 sparkling stories of the small changes Big Bazaar and it's products are bringing to everyday India".

Madhukar Kamath, Group CEO & Managing Director, DDB Mudra Group said "It is a unique, never done before and a brave campaign which can only come from a leader like Big Bazaar. The brand has been at the forefront of innovation and leading change. This campaign redefines the step-change that Big Bazaar is making in its relationship with its current and prospective shoppers. It will further establish Big Bazaar as a company that sells products which enable and inspire every Indian to make their world look beautiful on the outside, as well as on the inside".