Big Bazaar: Owning the diverse festivals of India

Retail giant Big Bazaar employed a multichannel strategy based on festivals in India to improve footfall to stores, and drive sales and an increase in preference.

Campaign details

Brand: Big BazaarBrand owner: Future GroupLead agency: DDB Mudra GroupCountry: IndiaIndustries: Department storesMedia channels: Direct marketing, Events & experiential, Integrated, Online display, Outdoor, out-of-home, Point-of-purchase, in-store, Print, Radio & audio, Social media, TelevisionBudget: 1 - 3 million

Executive summary

The challenge: create new Big Bazaar occasions beyond the monthly stock-up.

The insight: the goodness of festivals comes alive in moments often enabled by food, fashion or home.

The idea:finding the genuine Big Bazaar moment in every festival and celebrating the inherent goodness...

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