Big Bazaar: Neki Mubarak – Throwing light on the biggest blind spot

Jigeesha Nayyar, Mehak Jaini, Nainika Chauhan

This case study shows how Big Bazaar, a retail brand, increased sales and brand awareness by tapping into the often ignored Ramadan celebrations in India.

Campaign details

Brand: Big BazaarBrand Owner: Future Group Lead Agency: DDB Mudra GroupContributing Agency: Autumn WorldwideCountry: IndiaIndustries: Department storesMedia Channels: Print - general, RadioBudget: 500k - 1 million

Executive Summary

In a country with 1.25 billion people, 8 religions and 70 festivals, only 3 festivals were in the spotlight. With 180 million Muslims in India, not one brand was talking to them without touching upon stereotypes. So how did Big Bazaar connect with Muslims without romanticising biases?

By talking to Muslims and observing Ramzan. Big Bazaar uncovered...

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