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

Mehak Jaini, Nainika Chauhan and Jigeesha Nayyar

Retailer Big Bazaar spoke directly to Muslims in India during Ramzan, with a multimedia campaign aimed at earning brand loyalty and boosting sales.

Campaign details

Brand: Big BazaarBrand owner: Future groupLead agency: DDB Mudra GroupCountry: IndiaIndustries: Department storesMedia channels: Point of purchase, in-store, Print - general, unspecified, Radio, Sales promotion, Social media, TelevisionBudget: Up to 500k

Executive summary

Big Bazaar is India's biggest and oldest retailer. The hypermarket chain strives to lead not just in consumption, but in thought as well, through its promise of making India beautiful.

India is a country with a population of 1.25 billion, eight religions and around 70 festivals – but only three festivals were in the...

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