Big Bazaar: Sabse saste din - license to squeeze

This case study explains how Big Bazaar, an Indian retail company, successfully reinstated its market leadership using a multi-platform campaign celebrating India's tradition of resourcefulness.

Big Bazaar: Sabse saste din - license to squeeze

Amit Kekre and Aunkita Dey

Campaign details

Brand Owner: Future GroupLead agency: DDB Mudra GroupBrand: Big BazaarCountry: IndiaIndustry: Department storesMedia: Direct marketing; Email marketing; Newspapers; Outdoor, out-of-home; Point-of-purchase, in-store; TelevisionBudget: 5 - 10 million

Market background and cultural context

Big Bazaar is considered to be the pioneer of Modern retail format in India. For the past decade, the brand has consistently worked towards providing the best quality products at the best prices to its consumers. But 2013-14 was...

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