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Bigbasket launches its latest TVCs with SRK & Ratna Pathak

bigbasket, India’s largest online supermarket with over7 million customers, has released a new series of TVCs with its brand ambassador Shahrukh Khan (SRK). The new series also features renowned actress Ratna Pathak Shah who will be seen on-screen with SRK for the first time. SRK enjoys immense popularity& credibility as an actor and the TVCs leverage this to reach out to the masses and tell them how bigbasket sources the freshest produce directly from farmers, who are also benefitted in turn – not to mention the fact that the platform makes shopping cost effective and time saving as well.

The main TVC features a sceptic in the form of Ratna Pathak Shah, who portrays a non-buyer of online groceries and SRK, in his usual charming way, convinces her on why she should try bigbasket. Ratna Shah is a name to reckon with in the industry and will resonate with all generations of people, which was also a major reason for roping her in.The other set of tactical films talk about range, savings, trust, and fruits and vegetables – from how the user can get farm fresh produce to their speedy delivery. SRK has the knack of making conversations comfortable and this is evident in the TVC featuring him and a bigbasket farmer. The aim is to educate audiences about their farmer connect programme and how the company is making lives of the farmer community better.

Speaking about this, Mr Vipul Parekh, Co-Founder, bigbasket, said, “Our campaigns this time around are the result of an extensive consumer research across India to understand both the users and non-users. While the users shopped on a variety of e-commerce platforms, they said that bigbasket was a specialist when it comes to groceries and hence, a preferred destination for the same. All non-users we spoke to, knew about the brand and thought it was very good. However, they were happy with status quo and put off buying because of doubts such as quality or delivery.The TVCs, thus, aim at dispelling these concerns and convincing consumers – and what could be a better way to do this than have the SRK do this with Ratnaji. Incidentally, Ratnaji actually was not an online shopper & we are so happy today that after she has tried us once, she is now buying groceries regularly on bigbasket.”

This is the third year of bigbasket’s marketing on television, continuing with their brand ambassador SRK. Over the last 3 years, bigbasket has grown to be the most salient online grocery brand and enjoys being the market leader in this segment. It operates in 25 cities and provides the widest range of groceries to shoppers.

bigbasket recently raised $300 million funding from e-tailerAlibaba. The company has stepped up efforts towards aggressive growth this year and has also expanded its portfolio of products and recently announced the decision to open offline kiosks which will stock daily groceries. It plans to start its own subscription service for items such as milk and bread. As a brand, bigbasket enjoys immense popularity among its customers, also referred to as bigbasketeers. The company has an express delivery service as well which promises delivery within 90 minutes.

The company is clocking monthly sales of about Rs 200 crore, which it is looking to scale up to Rs 300 crore over the next six months.

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