Fashion at Big Bazaar’s ‘Got Style Get Famous’
Fashion at Big Bazaar recently launched its ‘Let’s make India Thoda aur Stylish’ campaign with a new brand ambassador, Shikhar Dhawan. FBB aims to create visibility for the brand and drive walk-ins to its stores, and break the perception that style exists only on the catwalk.
Based on the insight that everyone has an inherent confidence in their own style and a latent desire to be noticed, DDB Mudra West created an engagement platform which could help the customers get featured with cricketer Shikhar Dhawan. This led to the ‘Got Style Get Famous’ activity.
A massive hunt for India’s most stylish was initiated in 14 cities. ‘Got Style, Get Famous’ was popularised through print ads in local and national newspapers, on social networking websites and through TVCs. All the ads featured Shikhar Dhawan.
“Our brand always believes that the youngsters of this nation have immense potential; it is just a matter of providing them a good platform. ‘FBB Got Style Get Famous’ was one of those solid platforms which encouraged youth to showcase their style statement. We couldn’t have asked for any one better than the dynamic Shikhar Dhawan, the mass appeal which he has amongst the youth is amazing which was evident in the massive participation we have received,” said Akshay Mehrotra, Chief Marketing Officer, Big Bazaar.
The communication encouraged youngsters to visit a nearby FBB store and show off their style with FBB outfits and get a stylish picture clicked. Based on their style quotient, two winners (one male, one female) from each city were chosen. The 23 contestants (12 male + 11 female) were chosen from each city for the Grand Finale. The print ads announcing winners from the respective cities made the contest more popular. Final winners got a chance to model with Shikhar Dhawan for FBB 2014 campaigns and a one-year agreement from a leading talent management company.
Sanjay Panday, Sr. VP and Business Head, DDB Mudra West, said, “The idea behind the FBB Got Style Get Famous contest is to celebrate the sense of style of the ordinary Indian. FBB believes that style is not the exclusive domain of models on the ramp. In fact, every Indian has his or her own sense of style which is unique and the FBB GSGF contest personifies that the best.”
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