Shopping can be more than just a chore; it can be an entertaining activity with loads of fun! And this is exactly what DDB MudraMax communicated to shoppers with their innovative and engaging campaign at Big Bazaar. Read on for more…
the security guard frisking your bags and all of a sudden pulls out an egg from your bag! How would you react? Surprised? Shocked? Well, for the shoppers at Food Bazaar it was a mix of all these and more finally dissolving in peels of laughter! These shoppers who were on their weekly mundane shopping tour were in for a very pleasant surprise, when the security guard at the exit also suddenly turned out to be a magician! When DDB MudraMax received the client brief of entertaining and
engaging the shopper, Aneil Deepak (popularly known as Andee), Head of Ideas - Creative and Planning, DDB MudraMax came up with a rather interesting and exciting campaign that happened to bring a smile and even laughter to the few chosen shoppers. According to Aneil Deepak, “Shopping is a chore revolving around deals and discounts. We wanted to see if we could add a few smiles to the mathematics.” Talking about the campaign and how it was executed, Aneil Deepak adds, “The security guard found some company in a magician dressed like him. He would frisk the unsuspecting shoppers and retrieve items like eggs, dollars, toys, mops etc. After the initial surprise, the magician would hand them a voucher that said ‘Expect more than expected when you shop at Big Bazaar.’ “ While shopping is something one has to do, it can be made fun and this thought process changes the way one looks at shopper marketing too. Says Aneil, “Big Bazaar is crowded by design. To find an engagement zone was a challenge. The only place where there was less action comparatively was at the frisking place and we decided to add a little magic to this spot.” Well finding the right type of magician who is warm and charming to the customers was a challenge and it seems to have been met successfully. The campaign was carried out at various Big Bazaars in Mumbai. Well, in a space where deals and discounts hog the space and shoppers are inundated with products and brand messages of different kinds, such campaigns are like a breath of fresh air! The shoppers at Big Bazaar would certainly vouch for this. Talk about having a magical time at shopping!
Aneil Deepak Head of Ideas - Creative & Planning DDB MudraMax