Campaign details

Brand: Big Bazaar
Brand owner: Future Retail Pvt. Ltd.
Lead agency: DDB Mudra Group
Contributing agencies: L&K Saatchi & Saatchi
Country: India
Industries: Department stores
Media channels: Content marketing, Online video, Outdoor, out-of-home, Print, Radio & audio, Social media
Budget: Up to 500k

Executive summary

Big Bazaar ventured into the wedding category for the first time in December 2017. The wedding season begins from October and the preparations for weddings start months in advance, but despite being late to the game, we grew across all the categories and, in some, even doubled the average annual growth.

A fashion category that had been growing at 14%, on average, grew by 28% during this period. Our home category and electronics category also grew by 29% and 59%, respectively. The campaign delivered these results independently of any of the big sale days that Big Bazaar is renowned for.

Market background and objectives

Objectives:
  • Increase sales by 22% – a 10% hike in the annual sales growth.
  • Grow the fashion category by 20% and home category by 15 % against the average growth of 14% and 10%, respectively.
  • Increase the sale of electronics by 23%.
Seize the occasion or create an occasion – the Big Bazaar motto