This campaign was executed in Mumbai and was focused on some of the key areas of the city like Haji Ali, Bandra ROB, Vakola flyover, Sion Chunnabhatti etc due to their strategic location and importance to the city with the use of clutter breaking billboards for impact & bus back panels for reach.
Commenting on this unique out of home strategy, Rajneesh Bahl – Chief Executive Officer – Percept Out of Home said, “Big Bazaar has been a very prestigious & long standing client on our roster and it’s been our continuous endeavor to ensure all our outdoor campaigns for them have a unique proposition or element in the media mix.”
Percept out of Home had taken large formats/solus sites to break the clutter, covering the major routes used by the people. Innovations were done at strategic locations like Bandra ROB, Mahim causeway & Sion Chunabhatti. An actual newspaper stack is placed at the bottom of the mobile van at causeway with a led & backlit box which was used to highlight the offers. Numerous jeans were pinned to the hoardings at Bandra to create a larger than life impact.
The client brief was to announce & promote the upcoming “The Great Exchange Offer” with the help of impactful hoardings & bus back panels all across the city. The campaign portrays how customers can exchange any old and broken items (junk) and get new products at a discounted price from Big Bazaar.
Commenting on the campaign, Akshay Mehrotra – CMO – Big Bazaar said, “The Great Exchange Offer campaign is a unique way of creating “Best out of Waste”. This gives a chance to the people to get rid of old and unwanted clutter and refurbish their houses. Our communication campaign aims to reach out to maximum people about the start of the campaign and give a glimpse of the distinctive and amazing offers.”