Big Bazaar celebrates the spirit of 'Neki' this Ramzan

Big Bazaar and DDB Mudra West have rolled out a new ad campaign during the month of Ramzan – ‘Neki Mubaarak’ (Best wishes of goodness), which stays true to the brand’s promise of ‘Making India beautiful’.

This campaign comes as an extension to Big Bazaar’s ongoing ‘Shubh Shuruaat’ campaign and attempts to touch it’s consumers with ‘Neki Mubaarak’. With the brand’s mandate of ‘Making India Beautiful’ and over 180 million Indians fasting this month, the campaign further reinforces the brand’s inclusive nature and amplifies their commitment of celebrating the moments dearest to all the customers.

The ad film pulls a slice from the viewer’s life and celebrates the goodness present in each one of us. This multimedia campaign is being led by the ad film and is being amplified by print, OOH, digital, on-ground and in-store as well as radio activations.

Sayani Gupta (of ‘Margarita with a Straw’ fame) plays the role of a medical practitioner named Heena Qureshi, while veteran actress Archana Puran Singh plays the role of a middle-aged lady from a North Indian family. Set in the background of a small town hospital during Ramzan, the North Indian family seeks urgent medical attention for their young expecting female member. Here Heena, who works at the same hospital, steps up to the occasion and chooses her duty over her need for food after the day-long fasting. Witnessing this dedication is the mid-aged lady (played by Archana).

The next day, Heena comes for her rounds in the ward. Appreciating Heena’s gesture from the day before, the mid-aged lady and her family arrange a food spread for Heena and request her to break her fast for the day with them. Heena obliges; while eating, she enquires about the baby’s name and the mid-aged lady expresses, “Heena”. Heena’s dedication towards her duty and the family’s sense of gratitude help them rise over their differences of religion and culture barriers, becoming one.

Commenting on the campaign, Rahul Mathew, Creative Head, DDB Mudra West, said, “Festivals are actually a celebration of values, but today many of them have just become celebrations. Big Bazaar wanted to use the occasion of Ramzan to celebrate the values that it stands for. Because it’s these values that will truly help in ‘Making India Beautiful’.”

Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra Group, added here, “Ramzan is a month of doing ‘neki’ and performing good deeds is at the heart of this festival. In keeping with its theme of ‘Making India Beautiful’, Big Bazaar decided to celebrate this spirit of Ramzan through a beautiful story about ‘goodness’. We are excited about this campaign and we hope in its own little way it will promote the spirit of ‘neki’ this Ramzan.”

Quoting on the theme of the campaign, Amit Kekre, National Strategic Head, DDB Mudra Group, said, “Brands are nothing but the betterment they bring in people’s lives. This is especially true in times torn with turbulence. Times when brands mustn’t just sell goods, they must create good. They shouldn’t only sell stuff; but stuff society’s conscience with goodness. These are times when we need brands to be the ‘beacons of better’. We are glad that through Big Bazaar, we are able to spread messages of equality, harmony, beauty, peace, love, brotherhood, hope – messages that make India beautiful.”

Big Bazaar ad:
https://www.youtube.com/watch?v=Ow0adZl_c5s&feature=youtu.be

Campaign credits:
Brand: Big Bazaar
Creative agency: DDB Mudra West
Chairman and CCO, DDB Mudra Group: Sonal Dabral
President, DDB Mudra West: Rajiv Sabnis
National Strategic Head, DDB Mudra Group: Amit Kekre
Planning Team: MehakJaini, Jigeesha Nayyar, Neha Damle
Account Management Team: Sanjay Panday, Pulin Parekh
Creative Team: Rahul Mathew, Nilay Monje, Manoj Bhagat, Suman Adhikary, Rahul Gate, Amol Annaldas