New TVC of Big Bazaar

Televisionpoint.com Campaign Watch
Client: Sanjeev Agarwal and Pawan Sarda
Brand: Big Bazaar
Campaign name: The Great Exchange offer
Duration: 30 sec
Team: Sonali Ryan and Suman Chakraborthy (Account management), Kumar and Mahendra Bheda (Creative)

Background
Big Bazaar, pioneers in bringing the concept of a 'hyper market' to India, has been successful in wooing the value conscious Indian shopper. But like most leader brands sustaining the brands momentum is often more difficult then creating it. The attempt with the new promotion was to create excitement at the store level and strengthen the brand offering of giving the customer the best value for his money.

The Challenge:
The month of Jan & Feb is generally a low-key affair in terms of customer footfalls & revenue generation. Innovative, out of the box promotions is one of the effective ways to draw customer attention & shore up the revenue. Historically Exchange schemes have been used to induce better sales, it also has a strong appeal with the Indian mindset of getting value even for their junk.

The Idea:
Since the exchange was conceptualized differently the communication also had to reflect the uniqueness of the offer. Big Bazaar's The Great Exchange Offer was conceived where customers could exchange any old and broken items (junk) & get new products at a discounted price from Big Bazaar.

The objective was to showcase the amazing prices the consumer could get on their junk and the kind of Junk they could exchange. The film is seen through the eyes of a cabbie in a busy city street, he is intrigued by the disruptive visual of a well -dressed office executive carrying a bundle of old newspaper and walking through a crowded place. He then notices a young office going lady in western wear carrying a rusty bucket filled with broken utensils, the cabbie is absolutely confounded but continues to follow her with a broken tyre in his hand and comes across another absurd situation of a highly placed executive in a chauffeur driven car with a broken commode on the top of the car.

Penultimate situation reveals everybody is heading towards Big Bazaar for the exchange offer; the cabbie comes out of the store happy & excited after getting an amazing deal for his junk tyre. At Big Bazaar's great exchange offer where you can exchange anything old for everything new!

Moving images are interspersed with supers that hi-light the amazing prices a consumer can get for his junk. The sound track uses a typical kabada guy's shout as he walks through city street calling for junk. The sleek look, the build up of the film along with the unconventional sound track gives the film a very refreshing feel.