India has entered lockdown 4.0 to contain the Covid-19 pandemic and is also in the holy month of Ramzan. Believing in the power of prayer, Big Bazaar, the hypermarket retail chain from Future Group, has released a heart touching campaign called, ‘Ibaadat Bhi, Hifaazat Bhi’ (prayers with safety).
The campaign conceptualised by DDB Mudra is in line with the brand's larger initiative of helping every Indian to stay safe and protected.
Created, recorded, edited and scripted all by working from home; the campaign has been successful in making an instant connect with its customers across the country. As the lockdown extends, as much as we follow all precautions, we need the power of prayers. Now in the holy month of Ramzaan; just as we open our hands in prayer, Big Bazaar urges everyone to continue to open up our hands to sanitise, wash and purify as well.
Pawan Sarda, Group Chief Marketing Officer, Future Retail, said, "The concept shared by our agency DDB Mudra was so unique that we were absolutely sure we wanted to make this film despite the lockdown constraints. We decided to shoot it with phone cameras. For us the intent was more important than the production value. The agency shot this film with zero budget."