Big Bazaar’s ‘Sabse Saste 3 Din’
Over the years Big Bazaar’s ‘Sabse Saste Din’ has become a popular marketing strategy synonymous with products being offered at convenient rates. DDB Mudra recently executed a campaign – Sabse Saste 3 Din – around Republic Day to remind customers how Big Bazaar is the place to come for affordable and quality products – the last word on ‘sasta’ and best.
Big Bazaar’s core value of best but cheapest, however, has been under pressure for some time with similar sales being done by competing brands, and the retail chain seemed to have lost its USP. This new campaign was aimed at re-owning the value which was once the forte of Big Bazaar.
“This year the benefit of the best of value shopping will reach out to many more Indians than ever through our omni channel strategy. We have tried to make Big Bazaar’s Sabse Saste 3 Din the biggest Sabse Saste Din ever. The best of Big Bazaar’s Sabse Saste 3 Din deals will extend to over 500 touch points from the 240 earlier. Sabse Saste 3 Din mega offers will also reach people where the store is not present through our Sabse Saste 3 Din Mobile Truck and right up to their doorstep through our vast network of Big Bazaar Direct franchisees. And our communication approach reflects the same approach of omni channel presence through innovative solutions in OOH and print. Sabse Saste Din is synonymous with the best shopping discounts for millions of customers across India,” said Akshay Mehrotra, Chief Marketing Officer, Big Bazaar.
The TVC stems from the idea that Indians know and want to extract the value of everything. Therefore, the TVC starts with someone adjusting a straw in a cold drink bottle so that he can get the last drop out of it. Two kids are shown pressing a toothpaste tube to squeeze out the last bit of the paste. The voiceover then goes on to say that the Big Bazaar Republic Day sale is back because they know how much people love to make full utilisation of everything.
The ‘Chance mat choad, kaske nichod’ (don’t miss the opportunity of getting maximum value out of something) campaign is something most Indians would be able to relate to. Each of us would have seen such examples. DDB Mudra took a collection of such examples and made a video of the best ideas.
Sanjay Panday, Senior VP and Business Head, DDB Mudra Group, said, “The 2014 Sabse Saste 3 Din campaign personifies the pride that every Indian takes in extracting maximum value from every rupee. The campaign celebrates this quintessentially Indian virtue and drives the message that Big Bazaar’s Sabse Saste 3 Din is all about making the most of their hard earned rupee.”
On Radio too, the campaign was repeated by using instances of how people negotiate/bargain to get more bang for their back and remixed these conversations into catchy rap numbers. The thought was also taken to print and outdoor that played the role of creating a sense of urgency.
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