To promote the Group’s ‘12 Months Free Shopping Festival’, DDB Mudra abstained people from shopping during the festive season, urging them to wait for the mega shopping festival to begin
BestMediaInfo Bureau | Mumbai | November 21, 2014
For ‘The 12 Months Free Shopping Festival’, Future Group has launched a new campaign, conceptualised by DDB Mudra. Future Group decided to bring all its store formats – from Big Bazaar, Food Bazaar, FBB, Central, Ezone, Home Town, Brand Factory and ‘I am In’ – into a common platform where customers can benefit from their purchases, across the entire portfolio of Future Group stores and promote cross purchase between stores.
The agency, therefore, had to communicate to the audience that if they shop at any Future Group store of their choice, they will be entitled to never-before cashback offers and benefits. This could be encashed on a monthly basis or for the entire year at any of the Future Group stores.
As part of the ad campaign, teasers were released which showed the temptations of shopping during the festive season - be it for Diwali, wedding in the family or moving into a new home. So, the creatives depicted people abstaining from shopping or not letting others shop, in three different settings that reflect the aforementioned occasions. Because they’d rather wait till October 1 for ‘The 12 Months Free Shopping Festival’ to start, so that they can plunge headfirst into a shopping binge.
In the final TVC, post the launch of the shopping festival, a roving camera is seen catching people red-handed with a massive amount of big-ticket purchases. Shoppers are seen offering unconvincing reasons to the camera (in a sing-song tune) for doing so. However, a recurring chorus ‘Chal Jhoote’ calls their bluff throughout. Because the real reason is, of course, the exciting shopping schemes offered at this mega event.
Speaking about the campaign, Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, said, “An exciting, high energy and truly creative festival needs to have an equally creative and high energy creative communication idea. That’s exactly what we delivered with this campaign.”
Akshay Mehrotra, Chief Marketing Officer, Big Bazaar, said, “We believe ‘The 12 Months Free Shopping Festival’ is among the most powerful ideas from the Group and will form a unique and valuable year-long relationship with our customers. The festive season is a time for family shopping; our customers can shop from all our categories for every family member and get rewarded by getting free shopping benefits through the next 12 months. It is the biggest reward program ever launched for our customers, and this campaign communicates its uniqueness and value proposition to people.”
Creative Agency: DDB Mudra Group
Chairman &Chief Creative Officer: Sonal Dabral
Executive Director, DDB Mudra Group and President, DDB Mudra West: Rajiv Sabnis
Member of the Creative Council and Creative Head, DDB Mudra West: Rahul Mathew
Creative Director: Shagun Seda, Satyajeet Kadam
Copywriter: Ravi Ananthan, Mudit Tewari
Art Director: Mukesh Jadhav, Viraj Nandivadekar, Amit Parekh
Account Head: Sanjay Panday
Planning Team: Amit Kekre, Subash Franklin
Account Management: Makarand Gholba, Raaj Arora, Abhay Bhonsle, Ruchika Vadvan, Seema Mhate