Big Bazaar:
#TheBigVDay
Big Bazaar wanted to promote its Profit Club Card - a property that allowed people who shop for much needed everyday items with pre-loaded money.
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The brief was to push Big Bazaar's Profit Club Card which was primarily meant to benefit the elderly. In addition, for the first time ever, Big Bazaar wanted to use the opportunity of Valentine's Day in a big way to do the same. But how?
The Insight
As a western phenomenon capturing the hearts and minds of India, Valentine's Day had primarily been a youth-centric celebration. What if Big Bazaar used the youth's knowledge to help the older generation celebrate this occasion, as well?
Case Study
The Solution
#TheBigVDay with Dubey Saab - a social-first engagement-led, mini web series campaign that followed the elderly Dubey Saab as he went on a journey to woo his wife, Mrs. Dubey on Valentine's Day.
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But the task was impossible without the help of the Profit Club Card gifted to him by his daughter and friends he found in an unlikely source... Big Bazaar's young social audience who egged him on with suggestions as each part of the story unfolded!
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What resulted on 14th February between Dubey Saab and his wife was pure magic.
