Big Bazaar welcomes Indian families home in their latest campaign via DDB Mudra West

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Big Bazaar.jpgBig Bazaar is a household name and is a synonym to home retail shopping in India. Their three main categories namely- home, food, and fashion meet the requirements of a typical Indian home by offering the best products for all kinds of budget. Similarly, Big Bazaar’s home décor category is gradually establishing its base with Indian demographics.

It is sacrosanct for most Indian homemakers to pour unconditional love and effort into building their homes and making warm and special for everyone. Across the country, it a norm for people to invite each other to their homes over a cup of tea/ coffee – to swap stories, gossip, have a healthy debate, have a good time or for no reason at all. Keeping this insight in mind, DDB Mudra West crafted the multimedia campaign- ‘Ghar aaiye na’ (Welcome home). The intent of the agency and the brand behind this campaign was to increase awareness about the home décor and kitchen segment of Big Bazaar. The main objective was to create greater awareness about the range of products under the brand’s home categories such as home fashion, kitchenware, home essentials, appliances etc.

Big Bazaar2.jpgBig Bazaar4.jpgBig Bazaar 3.jpgLed by ad films, the campaign consisted of digital, print and outdoor activations. The four films in the campaign celebrated the micro-moments where home products albeit inconspicuous, add warmth that make a home an inviting place; a place that fosters love and togetherness. The films did this while highlighting the aesthetics and the utility of the product range.

The main ad film opens with a very Indian, warm gesture ‘Ghar aaiye na’ (Welcome home), depicting Big Bazaar’s belief that house becomes home due to the strong emotions of the residing individuals and the feelings they attach to every corner of the household. From old friends bonding over cups of tea to a bunch of tiny tots perched cozily under a blanket listening to grandma’s tales, friends bonding over an afternoon baking session to teenage girls spending a sleep over singing karaoke with mops and pans as mikes and guitars. The film showcases one’s beautiful relationship with home and invites people to come experience Big Bazaar’s range of such delightful home products.

The main thematic film is supported by three individual product films. These films which have been crafted with an intent of introducing the wide, delightful and yet affordable product range available at Big Bazaar to the consumers. In line with the main film, they too celebrate micro moments created by inviting homes; through the perspective of the products alone. The film featuring bed décor narrates the stories ranging from grandma’s stories to late night chats in bed with a friend, anniversary celebrations, a kid’s fortress made of bedsheets or the bliss of reading a book in the bed. Similarly, the film for storage solutions feature how every a jar in any kitchen has a name to it amongst other nuances that make the kitchen experience unique. Even cups have their own tales to tell, which are captured aptly by the third product film. Be it a close rendezvous over a cup of tea, few sips during the neighborhood gossips, a strong dose of caffeine to digest the news around the world, few gentle sips through romantic moments or maybe a lone monologue penned down with a big warm cup of one’s favourite beverage; all this captured in the film for Big Bazaar’s cups and mugs selection.

The on-ground and digital communication from the brand follow the concept of ‘Ghar Aaiye Na’ while print piques curiosity through a mix of mood and product imagery.

Jishnu Sen, Chief Marketing Officer, Future Retail Limited said, “For the past 16 years, Big Bazaar has been India’s go-to retailer for food, groceries, everyday essentials and increasingly, even fashion. Our home section was, however, yet to reach its greater potential. So, we wanted to establish Big Bazaar as a destination for everything home. And ‘Ghar Aaiye Na’ is a beautiful manifestation of the insight that a comfortable home is a welcoming one.”

Rahul Mathew, National Creative Director, DDB Mudra Group, said, “We wanted to take homes from being just living spaces to being an invitation. An invitation to friends, family and even to self. Because it’s when you’re house proud that you’re more eager to have people over; and people are just as eager to oblige. And the home section of Big Bazaar has everything to help you turn your living space to a space you want the world to see. So that you can proudly say ‘Ghar Aaiye Na’.

Credits –

Creative: Rahul Mathew, Nilay Moonje, Manoj Bhagat, Suman Adhikary, Nilesh Anjarlekar, Swathy Sreekumar, Vikas Gaur, Amol Ambetkar, Mangesh Kadam, Suresh Shinde

Account Planning: Amit Kekre, Mehak Jaini, Nainika Chauhan

Account Management: Sanjay Panday, Sharon Picardo, Abhaysingh Bhonsle, Vishwendra Singh Parmar, Hardik Bansal

Agency Production: Vishal Sane, Siddhi Bhopale, Pravin Misal