Mudra creates Big Bazaar's 10th anniversary campaign
Conceptualizes the new tagline - "Naye India Ka Bazaar" and logo along with a TVC to celebrate its 10th anniversary
BestMediaInfo Bureau | Delhi | December 12, 2011
Since heralding the birth of modern retail in India in 2001, Big Bazaar has adapted to varying consumption needs over the past decade. It has not only catered to the Indian consumer's inherent search for value, but also attuned itself to his emerging aspirations. Big Bazaar's offerings were amongst the first to address these dual needs.
On the occasion of Big Bazaar's 10th anniversary, Mudra has created new campaign and given it a new tagline. Working on this, the agency had the challenge to narrate this remarkable brand journey and also recast Big Bazaar's promise - "Iss se sasta or accha kahin nahin" with a new and relevant meaning. It needed to craft a promise which would mark Big Bazaar's commitment to continual evolution.
Mudra realized that the India of today was different from that of 10 years ago, and so was Big Bazaar. There was an existing symbiotic relationship between the two, which became its inspiration for the new tagline and logo. The promise of continuously evolving and keeping pace with the consumers was captured through the new logo and tagline - "Naye India Ka Bazaar". The word "Naya" connoted an embrace of modernity while "Bazaar" re-instated the brands belief in rootedness and Indian values. In sum, the new positioning promised, that Big Bazaar will strive to remain a part of your traditions and your growing aspirations. Big Bazaar is a part of you, it is, your store.
The journey of Big Bazaar would then be captured in the same way. The agency wanted to talk to consumers in an honest and realistic manner, which gives them a reason to believe in the promise of "Naye India Ka Bazaar".
The reason was simple; Big Bazaar was changing with its consumers because it values them above all. And in this journey of 10 years it might have faltered, but it accepts the mistakes of the past, because only when we accept and acknowledge them can real improvement occur.
Big Bazaar expressed its willingness to evolve through one simple word - "sorry". A bold stance for any advertiser. And it expressed its gratitude towards its consumers, for being the reason for its existence by saying - "Shukriya" - Thank You.
Big Bazaar, "Naye India Ka Bazaar"- for the consumer, with the consumer. A new journey has just begun.
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