Supported by TV, print, radio, outdoor and digital medium, the campaign aimed to build an atmosphere of collective hope and confidence
BestMediaInfo Bureau | Delhi | August 17, 2012
DDB Mudra Mumbai has conceptualized the new campaign titled ‘Mahabachat’ for Big Bazaar which was designed to spur consumption around the Independence Day holiday. The campaign was supported by TV, print, radio, outdoor and digital medium.
This year the challenge was to instill confidence into the property promise of big savings at a time when persistent inflation was dampening consumer spending.
The consumer reality revealed that they harbored a sense of helplessness towards inflation, with no solution in sight. Over the years, the effect of inflation had moved beyond the kitchen to oil prices, fashion, education and entertainment, leading to an increase in the cost of living. At the same time consumer aspirations were also on the rise, resulting in an overall state of dissatisfaction.
As a solution to the current consumer angst, we empowered our consumers with a concrete solution of Mahabachat. The resolve of victory on Inflation by participating in Mahabachat was brought alive through the optimistic call to action– mehengai par halla bol. The TVC was aimed to build an atmosphere of collective hope and confidence.
Speaking about the creative idea, Anand Karir, Senior Creative Director, DDB Mudra Mumbai said, “Currently, there is a feeling of detest in the mind of every Indian against the sudden Inflation that has happened over the last few months. Our TG, the middle class Indian housewife, is feeling no different. Her budgets have not grown in proportion to the inflation and this is somewhere tying down her hands and giving her a feeling of being helpless. Of not being able to do enough for her family. She wants to do something to change this and vent out her feelings. We just gave her feelings an expression – ‘Mehengai pe Halla Bol’. She knows that Big Bazaar has always understood her needs and brought stuff within her reach. Mahabachat 2012 is yet another chapter in that epic.”
The TVC first mildly touches upon her and her family’s day-to-day encounters with inflation and then introduces ‘Mehangai pe Halla Bol’ as a positive cry, during these testing times, asking her to reach out to her friend Big Bazaar and grab everything she and her family intends to own and deserves, in abundance. A simple poetry narrated in the background subtly sets the mood and puts the point across without letting the harsh reality hit her in the face, which was a very important objective that we wished to achieve.
Chief Creative Officer: Sonal Dabral
Office Head: Rajiv Sabnis
Creative Head: Vinayak Nayak, Anand Karir
Creative Copy: Neh Rathi
Creative Art: Binal Parikh Gharat, Sunil Petkar
Account Planning: Amit Kekre, Gitanjali Saxena
Account Management: Sanjay Panday, Rajiv Wadhwa, Makarand Gholba, Abhay Bhonsle
Films: Mahen Solanki
Production House: Whodunit Films
Director: Sujay Shetty