DDB Mudra helps Big Bazaar become a gifting destination
Executes TVC that aimed to redefine Diwali gifting with the message of 'Is Diwali, apnon ka dil meetha karo'
Shachi Tapiawala | Mumbai | November 28, 2012
Big Bazaar's Diwali campaign Swagatam was an extension of the traditional proposition of 'mooh meetha karo'. The TVC was conceptualised and executed by DDB Mudra. The insight that was used to develop the TVC is that Big Bazaar was not seen as a gifting destination, as most of the merchandise available in its hypermarkets was not seen as a suitable gift. Hence, the stereotype of Diwali gifts had to be broken, by convincing customers to look at items like clothes, food, and home appliances as ideal Diwali gifts.
The objective of the campaign was to redefine the concept of gifting by breaking the stereotype of Diwali gifts, and convince customers to look at items like clothes, food and home appliances as ideal Diwali gifts. The challenge was to encourage people to give thoughtful gifts because such gifts are always cherished and remembered for long by people who receive them.
Speaking about the idea behind the event, Anand Karir, Senior Creative Director, DDB Mudra, Mumbai, said, “This year we wanted to give our consumers an added reason to visit Big Bazaar. As opposed to superficial gifting represented by the concept of 'mooh meetha karo', we extended the proposition by saying 'Is Diwali apnon ka dil meethakaro'. Anyone can pick up a conventional mithai gift box, but when someone gives a gift you have longed for, that is when it touches your heart.”
The initiative was promoted through television, radio, print, OOH and other innovative branding.
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