DDB Mudra Group conceptualised the campaign and the pan India contest
BestMediaInfo Bureau | Mumbai | January 8, 2013
Unlike the western countries, December is not a very ‘active consumption period’ for Indian retail. It suffers with festive fatigue, coming closely after Durga Puja, Diwali, Id, to name a few. Also, in India with every region celebrating its own new year, the date holds little cultural significance apart from being a fun, westernised concept. Though people are embracing the idea of New Year, it is still not seen as a strong enough reason to spend.
Given this backdrop, retail giant Big Bazaar wanted to create an annual property for the end of year and new year to buck this market trend. DDB Mudra Group conceptualised the ‘India’s most stylish homes’ pan India contest, where the winners would get a chance to play host to a celebrity couple for a day. To take part, customers needed to shop for a minimum of Rs 300 and send in pictures of their homes. It roped in television actors Ram Kapoor and Sakshi Tanwar to be the celebrity couple for the two-week long contest.
Increasingly style is on the rise. People want to look, feel, live and project style in everything that they do. Big Bazaar with its stylish range of products, needless to say at best prices, enables people to add style to all the facets of their life. Extending this concept to stylish homes and to attract home makeovers, Big Bazaar spanned the entire space of furniture, appliances, storage, kitchenware, home décor and crockery to create an exciting range with best offers.
The individual 106 store winners and 31 city winners were chosen by a team of interior designers. However, in the final stage, a national winner was selected based on the decisions of judges as well as the brand ambassadors.
The 360 degree campaign, which ran from December 22, 2012 to January 1, 2013, aimed to promote the affordability of stylish decor, and also attract new customers to its stores. Tribal DDB India handled the digital part of the campaign including creation of a Facebook page, DDB Mudra Mumbai did the ATL, and DDB MudraMax was in charge of the BTL activities.
Said Anand Karir, Group Creative Director, DDB Mudra Mumbai, “Big Bazaar is the last word on best deals in daily home essentials in every Indian household. So when the client came to us with an idea of an event where they wanted to showcase their vast range of trendy home fashion products, something they had never highlighted hitherto, we decided to communicate it in a new way that’s completely different from what we usually do for the brand.”
Chairman & CCO: Sonal Dabral
President: Rajiv Sabnis
Account Management: Sanjay Panday, Makarand Gholba, Shailesh Verma
Planning: Amit Kekre, Shravya Kaparthi
Sr. Creative Director: Anand Karir, Vinayak Nayak
Art: Binal Parikh Gharat
Copy: Anand Karir, Syed Fazal, Amey Mone
DDB MudraMax: Aneil Deepak, Sony Parikh, Avinash Oza, Asif, Nidhi Kasat
Tribal DDB India: Saugata Bagchi