Big Bazaar and DDB Mudra West initiate ‘Shubh Shuruaat’ with ‘Paper Patakha’ for Diwali

With the commencement of this year’s Indian festive season, Big Bazaar, the largest hypermarket chain in India wanted to leverage the occasion and lead conversations on festive celebration through relevant, emotive and impactful communication.

VIEW THE SPOT

VIEW THE HOW TO MAKE VIDEO

In India and across the world, festivals ignite hope for a better tomorrow. The festive season is the time when Indians are most generous and are open to accepting new, positive changes. This presented a perfect opportunity for the brand to reinforce its ethos and strike a chord with millions of Indians.

With an intent of keeping its promise of making India beautiful, Big Bazaar initiated communication targeted towards bringing positive changes in people’s lives with ‘Shubh Shuruaat’ campaign. Introduced during this year’s Ganapati festival, this integrated campaign by DDB Mudra West kick-started with a 2-minute long anthem specially composed by the famous music director duo, Salim-Suleiman. The anthem ran as a multi-lingual radio campaign that wished listeners a ‘Shubh Shuruaat’ in all walks of their life.

At the advent of Diwali celebrations, Big Bazaar is back with an extension to the ‘Shubh Shuruaat’ campaign with ‘Paper Patakha’ ad film. Themed along the idea of giving consumers an opportunity to have a ‘Shubh Shuruaat’, the ‘Paper Patakha’ ad film shows a Big Bazaar staff member introducing the ‘Paper Patakha’ to a kid, who passes on the idea and popularizes it as the new ‘Patakha’. The idea of a better and cleaner Diwali using ‘Paper Patakha’, soon gets spread and is adopted by many. Led by TVC, this concept is being amplified through Radio, Print, Outdoor, Digital medium and in-store activations. Quirky events like ‘Longest ladi corporate challenge’ and ‘Paper Patakha in the streets of India’ are being planned across the country to spread the thought.

Speaking about the campaign, Sadashiv Nayak, CEO, Big Bazaar said, “Big Bazaar stands for its inclusiveness and its commitment to making India beautiful. At the same time, we are a brand that is constantly innovating. Our new commercial takes our brand ethos forward and proposes an interesting idea of a ‘Paper Patakha’ Diwali. It is insightful yet simple and entertaining at the same time. It is about this idea of a paper Patakha that a kid picks up at the Big Bazaar store and how it catches on among the people. We hope this mark the Shubh Shuruaat of making India even more beautiful.”

The concept of the new ‘Patakha’ and the film are already receiving appreciation amongst the consumers with more than 4 lac views and 37, 000 clicks on HotStar alone after the film’s exclusive premiere on the app. The film has also gauged more than close to 3 lac views on YouTube along with numerous conversations about #PaperPatakha on Twitter and Facebook.

Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “It has been really exciting to work on the latest ‘Paper Patakha’ campaign for Big Bazaar, which in it’s own way every day, is working towards ‘Making India Beautiful’. Not just crackers, brands too create a lot of noise during Diwali with their high decibel advertising. ‘Paper Patakha’ consciously keeps away from adding to the noise. Paper Patakha are part of everyone’s childhood. With the simple message that it gives out, and with the joy with which it delivers it, I’m sure ‘Paper Patakha’ will be loved and shared by the audience. Here’s wishing everyone a beautiful, pollution free Diwali.”

Credits –

Account Management: Sanjay Panday, Luv Chaturvedi, Abhay Bhonsle, Vishwendra Singh Parmar