Big Bazaar: A cracker of a Diwali without fireworks

This case study explains how Big Bazaar, a retailer, addressed concerns about air pollution in India by developing its own song and branded product, gaining awareness for both the brand and the issue.

Big Bazaar: A cracker of a Diwali without fireworks

Neha Kulkarni

Executive Summary

The festive season, being the biggest period of natural consumption across several product categories, encourages retailers to lure customers with the promise of best deals and discounts. Big Bazaar needed to stand out and offer value beyond prices. With the tagline of 'Making India Beautiful', the brand strives for leadership in thought, not just in market share. Big Bazaar decided to make its presence felt by sparking a meaningful conversation that made consumers take notice and engage. We found that no matter how different the rituals of...

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