“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 that a home could possibly need,” says Jishnu Sen, chief marketing officer, Future Retail Limited.
The advertisement has been conceptualised by DDB Mudra West.
“The campaign revolves around the simple notion that you tend to invite more people when you’re proud of your household. And it’s a relevant need for the society today, as migration and work pressures are continuously creating social islands. Homes act like a glue as they get people together to spend time in warm, welcoming spaces,” explains Rahul Mathew, national creative director, DDB Mudra Group. Further, three product-led films firmly establish that the home section of Big Bazaar has everything to help buyers turn their living space into a proud spectacle so they can say, “Ghar aaiye na”.
“We are pushing the envelope. Home forms an integral segment for Indian shoppers, besides fashion and daily essentials. The limited information among consumers about our home and kitchen section is what we now need to address. We need to let people know about the availability and range of products that we house at our stores,” says Sen.
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