Future Group’s Brand Factory announces ‘Free Shopping Weekend’
Brand Factory over the years has created many successful promos. Despite being on sale 365 days of the year they wanted to break the stereotype of a typical Sale which happens during this period. The need of the hour was to create a big day/s for shopping, increase awareness and establish a property as unique and unprecedented. We were actually offering Free Shopping to customers apart from giving them a flat 60% discount.
Roch D’souza, Chief Marketing Officer-Brand Factory (Future group) says, “While each offer from Brand Factory is in itself a big deal, we wanted to create a campaign that will be direct and yet communicate the bigness of the offer. As we offer 20-70% discount throughout the year, this was the biggest deal that Brand Factory or any retailer has ever offered to consumers. We believe that the FREE SHOPPING WEEKEND will be an iconic property that shoppers will remember for a long time. As a brand we have made big promises and have always delivered on the promises. Our offers are transparent and the proposition is delivered at the stores. Even in the Free Shopping Weekend, we are returning more than 100% to the customer”.
Sanjay Panday, EVP & Business Partner Karma (Division of DDB Mudra Group) adds,” We wanted the campaign idea to be different from the regular discounts offered by online shopping portals and brick & mortar retail stores when compared to the jaw dropping offering by Brand Factory. The idea was executed through different mediums like TVC, Print, Outdoor, Ambient media, Radio & Digital. The films are based on the typical consumer behaviour of how consumers get excited about small discounts and offers while shopping online or at a retail store when they feel they have done something very smart by grabbing the best deals. The idea was to make them realize that they can actually get it free instead of looking for discounts or offers at Brand Factory ‘Free Shopping Weekend.’ We took this insight and weaved it into 2 interesting daily life situations, ‘Boss Ji Ka Chamcha’ and ‘Love Gifts’ where both the protagonists behave as if they have grabbed a smart discount/offer only to make them realize their folly later that they could have got all of it for free. Thus the campaign idea of ‘Mauka hai smart bano. ‘
Creative Team Details:
Agency name: Karma (Division of DDB Mudra Group)
Account Management: Sanjay Panday, Makarand Gholba, Sonal Sawant
Creative: Vinayak Nayak, Neh Rathi, Kaustubh Pachpute, Tushar Masurkar & Jayendra Devrukhkar
Production: Pravin Misal
Director: Sujay Shetty
Production House: O2 Films
Producer: Nikhil Shedge
Below are the links to the Campaign TVC’s for your reference: