New Delhi: The leading hypermarket chain Big Bazaar became the first brand to initiate the concept of a sale around Indian Independence Day with the ‘Maha Bachat’ (great saving) sale. Over the years, this sale has become a calendar event for Big Bazaar loyalists.
Big Bazaar intended to not create valuable messaging for its consumers, reminding them of the original thought behind the initiation of the ‘sales’ trend- savings. Marking Maha Bachat Sale’s eleventh year, the brand intended to celebrate its heritage and enormity and own this month of sales again, in its own Maha (great) way.
Keeping this idea in mind, DDB Mudra West crafted a multimedia campaign which spoke to the audience on all levels. A series of print ads under ‘Hum Taiyaar Hain’ (We are ready) tagline announced the brand’s preparation for the Maha Bachat sale creating a platform for further communication.
The film opens with a young boy in the courtyard, excited to see rainwater dripping from all across the sloping roof. The kid rushes to the kitchen and comes out with all forms of vessels such as bowls, pans and jars and places those around the courtyard. Each vessels fill up with fresh rainwater and eventually, there are almost no empty vessels to spare. The kid’s attention then goes to a trickle which was still going waste. So, the kid rushes to the kitchen, empties the recent grocery shopping from a Big Bazaar bag and brings it back to the courtyard. He stands there, smiling under the last of the trickle with the open Big Bazaar bag in his hand. The closing shot shows the mother and her son saving water together and draws a beautiful analogy with savings that happen during the Maha Bachat Sale at Big Bazaar.
Sadashiv Nayak, CEO, Big Bazaar said, “As Indians the concept of saving is inherent in our culture. Infact the inception of Big Bazaar seeded from the idea of savings, we as a brand believe in providing maximum value of hard earned money of our customers. This time, Big Bazaar is coming together with over 300 leading food & home products brands to offer Maha savings on this Maha Bachat.”
Sonal Dabral, Chairman and CCO, DDB Mudra Group added, “Maha Bachat is a sale that needs no introduction. It is the biggest festival of savings in retail. So instead of mindlessly making a noise about the sale as many brands do during these months, we decided to make a larger point about savings itself. That’s where the idea of showing the kid innocently collecting rainwater, to underline the message of good habit of saving, came about. It’s a powerful idea that’s not only topical to the season but one that beautifully presents Maha Bachat as well.”
Chairman and CCO: Sonal Dabral
President, DDB Mudra West: Rajiv Sabnis
National Strategic Planning Head: Amit Kekre
Creatives:Rahul Mathew, Nilay Moonje, Manoj Bhagat, Suman Adhikary, Nilesh Anjarlekar, Amol Annaldas, Swathy Sreekumar
Account Planning: Mehak Jaini, Jigeesha Nayyar