MajamaLabs conceptualizes #AapkaBigBazaar for Big Bazaar
As India moves towards normalcy, there's still a fair of concern in the users' minds before making a trip to a mall or a large format store. That being said, over the years, Big Bazaar being the household brand has given its customers a feeling of home every time they visit a store. #AapkaBigBazaar
Big Bazaar wanted to bring alive the entire shopping experience, which is not complete without the warmth of the staff which is always welcoming. The films were even shot with real staff members from the store and at real locations to replicate the exact experience, thereby invoking nostalgia, comfort and reassurance to Big Bazaar's family of customers.
Group CMO, Future Group, Pawan Sarda on the campaign said, “Big Bazaar has enjoyed a lot of love from the people of India over the years and has been part of India’s growth journey. During these past few months, some habits have changed, but the familiarity with the store and the preference to touch and feel is still intact. Our idea was to remind the consumer of these very things they’ve loved about shopping with us. And welcoming them back with stocks and assortment aplenty.”
From MajamaLabs: Yash Shanghavi, Partner: The brand threw a challenge at us to come up with a campaign with an intent of instilling a sense of familiarity, reassurance and confidence to the consumer. For the creative execution, we tapped into a sense of forgotten or unused in the retail space. The rumble of the trolley, the pouring of the grain, the beep at the billing counter and so on. Our attempt was to cue in a lot of that familiarity for the viewers through these everyday sounds and moments which remind them of a normal day spent at a Big Bazaar.
The real challenge was to bring out that nostalgia through familiar sounds along with warmth of the staff in no more than 15 seconds, and still seem unhurried! To achieve this, we decided to ‘design’ the films in detail, creating a common template across all four films led by tight grids that followed the principles of rhythm.
Brand: Future Retail Ltd
Brand: Big Bazaar
Group CMO: Pawan Sarda
Marketing Head: Aditi Mahale
Team: Fatima Qidwai, Nishit Vora, Abhishek Singh, Manish Suvarna, Rishi Taparia, Sheetal Jha
Creative Agency: MajamaLabs
Agency Partner: Yash Shanghavi
Production House: Arc Films
Director: Aayush Saxena