‘Atithi devo bhava’ is an ancient saying that is still relevant in India. Probably keeping this insight in mind, Big Bazaar is inviting everyone to its stores as you would invite a guest. A string of ad films that express warmth and love through the invitation to the store, has been released by the brand, conceptualised and implemented by DDB Mudra West.
Big Bazaar is synonymous with home retail shopping in India. The three main categories that the retail store brand takes pride in are home, food, and fashion to meet the requirements of a typical Indian home. Similarly, Big Bazaar’s home décor category is gradually establishing its base with the average Indian buyer.
It is tradition for most Indian homemakers to pour unconditional love into building their homes. Across the country, it a norm for people to invite each other to their homes over a cup of tea/ coffee, to gossip or swap stories, have a healthy debate or for no reason at all. Keeping this insight in mind, DDB Mudra West crafted the multimedia campaign ‘Ghar aaiye na’ (Welcome home). The main objective was to create awareness about the range of products under the brand’s home categories such as home fashion, kitchenware, home essentials, appliances and others.
Led by ad films, the campaign consists of digital, print and outdoor activations. The four films in the campaign celebrated the micro-moments where home products add warmth making a home an inviting place. The films did this while highlighting the aesthetics and the utility of the product range.
Jishnu Sen, Chief Marketing Officer, Future Retail Limited, said, “For the past 16 years, Big Bazaar has been India’s go-to retailer for food, groceries, everyday essentials and increasingly, even fashion. Our home section was, however, yet to reach its greater potential. So, we wanted to establish Big Bazaar as a destination for everything home. And ‘Ghar aaiye na’ is a beautiful manifestation of the insight that a comfortable home is a welcoming one.”
The main ad film opens with a very Indian, warm gesture ‘Ghar aaiye na’ (Welcome home), depicting Big Bazaar’s belief that house becomes home due to the strong emotions of the residing individuals and the feelings they attach to every corner of the household. From old friends bonding over cups of tea to a bunch of tiny tots perched cosily under a blanket listening to grandma’s tales, friends bonding over an afternoon baking session to teenage girls spending a sleep over singing karaoke with mops and pans as mics and guitars, the 45-second film showcases one’s beautiful relationship with home and invites people to come experience Big Bazaar’s range of such delightful home products.
The main thematic film is supported by three individual product films. These films have been crafted with the intent of introducing the wide yet affordable product range available at Big Bazaar to the consumers. In line with the main film, they too celebrate micro moments through the perspective of the products alone. The film featuring bed décor narrates the stories ranging from grandma’s stories to late night chats in bed with a friend, anniversary celebrations, a kid’s fortress made of bed sheets or the bliss of reading a book in the bed. Similarly, the film for storage solutions feature how every jar in any kitchen has a name that makes the kitchen experience unique. Even cups have their own tales to tell, which are captured aptly by the third product film. Be it a close rendezvous over a cup of tea, few sips during the neighbourhood gossips, a strong dose of caffeine to digest the news around the world, few gentle sips through romantic moments or maybe a lone monologue penned down with a warm cup of one’s favourite beverage; all this captured in the film for Big Bazaar’s cups and mugs selection.
The on-ground and digital communication from the brand follows the concept of ‘Ghar aaiye na’ while print piques curiosity through a mix of mood and product imagery.
Rahul Mathew, National Creative Director, DDB Mudra Group said, “We wanted to take homes from being just living spaces to being an invitation. An invitation to friends, family and even to self. Because it’s when you’re house proud that you’re more eager to have people over; and people are just as eager to oblige. And the home section of Big Bazaar has everything to help you turn your living space to a space you want the world to see. So that you can proudly say ‘Ghar aaiye na’.”
Client: Big Bazaar
Agency: DDB Mudra West
Creative: Rahul Mathew, Nilay Moonje, Manoj Bhagat, Suman Adhikary, Nilesh Anjarlekar, Swathy Sreekumar, Vikas Gaur, Amol Ambetkar, Mangesh Kadam, Suresh Shinde
Account Planning: Amit Kekre, Mehak Jaini, Nainika Chauhan
Account Management: Sanjay Panday, Sharon Picardo, Abhaysingh Bhonsle, Vishwendra Singh Parmar, Hardik Bansal
Agency Production: Vishal Sane, Siddhi Bhopale, Pravin Misal