Future Group launches the 12 months free shopping festival via DDB Mudra West India

Shopping.jpgFuture Group is India's first and largest independent homegrown pure-play retail group. With a pan-India presence and multiple store formats, which meet the everyday needs of millions of customers in India, Future Group helps them live a better quality of life every day. The group has grown and continues to grow on a simple belief to be a part of every consumption opportunity of the Indian consumer.

With the onset of Diwali, the biggest shopping season that India witnesses, at a time when the customers open their wallets and indulge in purchase - be it fashion, electronics, food, home fashion, kitchen goods, or even gifting, Future Group decided to bring all their different store formats from Big Bazaar, Food Bazaar, FBB, Central, Ezone, Home Town, Brand Factory and 'I am In' into a common platform where customers can benefit from their purchase across the entire portfolio of Future Group stores and promote cross purchase between stores.

Shopping 2.jpgThe festive season is upon us. A time for weddings, Diwali celebrations, moving into a new house, purchase new vehicles, renovating shops and what have you. In short, a time when most people in India go on a shopping spree. Future Group's 'The 12 Months Free Shopping Festival' debuts at this opportune time. The creative idea by DDB Mudra West was to showcase this frenzy of shopping, which is further heightened by the exciting shopping schemes tied to this shopping festival.

The temptations of shopping during the festive season are all around us. Be it for Diwali, a wedding in the family or moving into a new home. So, the creatives depicted people abstaining from shopping or not letting others shop, in three different settings that reflect the aforementioned occasions. Because they'd rather wait till 1st October when The 12 Months Free Shopping Festival kicks-off , in order to plunge headfirst into a shopping binge.

In the reveal films, they show 'The 12 Months Free Shopping Festival' has begun, and a roving camera catching people red-handed with a massive amount of big ticket purchases. They are seen offering unconvincing reasons to the camera (in a sing-song) for doing so. A recurring chorus, however, calls their bluff throughout. Because the real reason is, of course, the exciting shopping schemes offered at this mega event. Towards the end, the shopping scheme itself is depicted with a unique Hammer Game device as seen in amusement parks. All this, set to a peppy tune.
Commenting on the campaign, Akshay Mehrotra, Chief Marketing Officer, Big Bazaar, said, "We believe 'The 12 Months Free Shopping Festival' is among the most powerful ideas from the Group and will form a unique and valuable year-long relationship with our customers. The festive season is a time for family shopping; our customers can shop from all our categories for every family member and get rewarded by getting free shopping benefits through the next 12 months of the year. 'The 12 Months Free Shopping Festival' is the biggest reward program ever launched for our customers and this campaign communicates the uniqueness and value proposition of 'The 12 Months Free Shopping Festival' to people."

Sonal Dabral B&W.jpgSpeaking about the campaign, Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group (pictured left), said, "An exciting, high energy and truly creative festival needs to have an equally creative and high energy creative communication idea. That's exactly what we delivered with this campaign."
Credits - Chairman & Chief Creative Officer: Sonal Dabral. Executive Director, DDB Mudra Group and President, DDB Mudra West: Rajiv Sabnis. Member of the Creative Council and Creative Head, DDB Mudra West: Rahul Mathew. Account Head: Sanjay Panday. Creative Director: Shagun Seda, Satyajeet Kadam. Copywriter: Ravi Ananthan, Mudit Tewari. Art Director: Mukesh Jadhav, Viraj Nandivadekar, Amit Parekh. Planning: Amit Kekre, Subash Franklin. Account Management: Makarand Gholba, Raaj Arora, Abhay Bhonsle, Ruchika Vadvan, Seema Mhate.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.