Big Bazaar underlines ‘bigness’ of Mahabachat sale

Retailer Big Bazaar has rolled out an advertising campaign for its 'Mahabachat' initiative, a sale property around the Independence Day weekend.

The film shows happy Big Bazaar customers transporting shopping bags from the store to their houses. One instance shows a crane being used to shift bags into the house of a customer, while another shows a cycle rickshaw filled with bags. Yet another shows doors of an elevator opening with shopping bags falling out, while a family is shown towing their bags in a Volkswagen Beetle. Elsewhere, alady shopper is shown getting out of an outstation train with a bunch of coolies carrying her Big Bazaar bags. The film ends with a voice over and super introducing the '6 days Mahabachat' sale at Big Bazaar.

On the film, Anand Karir, senior creative director, DDB Mudra Mumbai, said, “In today’s time, the consumer is constantly feeling that the value of the rupee is dipping and hence everything is becoming more and more expensive. Our idea was to communicate to the customer that Mahabachat, with its offerings at rock bottom prices, is here to pump up the power of their money. The jingle 'Har koi raaj karega, dil ki aaj karega’ complemented by shots of people who have shopped for insane amount of stuff from Big Bazaar attempts to communicate the same in a simple and engaging manner.”

Credits

Creative agency: DDB Mudra Mumbai

Chairman and chief creative officer: Sonal Dabral 

Office head: Rajiv Sabnis

Creative head: Anand Karir, Vinayak Nayak

Copy: Anand Karir, Rishabh Dave, Fazal Syed

Art: Ninad Gharat, Kamlakar Budhkar

Account planning: Amit Kekre, Gitanjali Saxena

Account management: Sanjay Panday, Makarand Gholba, Rohan Patankar

Films: Vishal Sane, Pravin Misal

Production house: Whodunit Films

Director: Anand Karir