DDB Mudra West launches new ad campaign for Future Group

DDB Mudra West launches a new ad campaign for Future Group – The 12 Months Free Shopping Festival.  With the onset of Diwali, the biggest shopping season that India witnesses, at a time when the customers open their wallets and indulge in purchase - be it fashion, electronics, food, home fashion, kitchen goods, or even gifting, Future Group decided to bring all their different store formats from Big Bazaar, Food Bazaar, FBB, Central, Ezone, Home Town, Brand Factory and ‘I am In’ into a common platform where customers can benefit from their purchase across the entire portfolio of Future Group stores and promote cross purchase between stores.

Designed and conceptualized By DDB Mudra West, the brief given to the ag ency was To communicate to the audience to shop at any Future Group store of their choice, to get never before cash back and benefits. This could be encashed on a monthly basis or for the entire year at any of the Future Group Store.

Commenting on the campaign, Akshay Mehrotra, Chief Marketing Officer, Big Bazaar, said, “We believe ‘The 12 Months Free Shopping Festival’ is among the most powerful ideas from the Group and will form a unique and valuable year-long relationship with our customers. The festive season is a time for family shopping; our customers can shop from all our categories for every family member and get rewarded by getting free shopping benefits through the next 12 months of the year. ‘The 12 Months Free Shopping Festival’ is the biggest reward program ever launched for our customers and this campaign communicates the uniqueness and value proposition of ‘The 12 Months Free Shopping Festival’ to people.”

Speaking about the campaign, Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, said, “"An exciting, high energy and truly creative festival needs to have an equally creative and high energy creative communication idea. That’s exactly what we delivered with this campaign.”

Teasers:

The temptations of shopping during the festive season are all around us. Be it for Diwali, a wedding in the family or moving into a new home. So, the creatives depicted people abstaining from shopping or not letting others shop, in three different settings that reflect the aforementioned occasions. Because they’d rather wait till 1st October when The 12 Months Free Shopping Festival kicks-off – in order to plunge headfirst into a shopping binge.

Main Films:

In the reveal films, we show ‘The 12 Months Free Shopping Festival’ has begun, and a roving camera catching people red-handed with a massive amount of big ticket purchases. They are seen offering unconvincing reasons to the camera (in a sing-song) for doing so. A recurring chorus, however, calls their bluff throughout. Because the real reason is, of course, the exciting shopping schemes offered at this mega event. Towards the end, the shopping scheme itself is depicted with a unique Hammer Game device as seen in amusement parks. All this, set to a peppy tune.