Brand: Big Bazaar
Brand owner: Future Retail Limited
Lead agency: MediaCom
Industries: Department stores
Media channels: Games & competitions, Livestreaming, Mobile & apps, Online display, Sales promotion, Search marketing, Social media
Budget: Up to 500k
Traditional retailers are struggling to compete with the online giants and it's no different in India.
Big Bazaar is a fixture in India's big cities but e-commerce was threatening to syphon off sales in key categories.
With India's shopping journeys now starting online, Big Bazaar needed to be part of it. Our solution was to take the retailer out of the generic battle for ad listings and create a new way of accessing Big Bazaar's great offers.
Smart Search allowed consumers to type in the product they wanted by using the prefix "Big Bazaar" to access money-saving m-coupons. This strategy not only saved Big Bazaar a fortune on ad rates on search fees, but also changed behaviour among our target audience.