“Swagatam … Swagatam…Swagatam
Dil Se (Welcome…Welcome…Welcome by heart)”, initiated by one of the largest hypermarket
brand “Big Bazaar (A Brand of Future Group). New Campaign has been released
two week ago on festive season. In India, Diwali is one of the biggest festivals
which will be coming by Nov.’12 where Indian people are celebrating New Year.
Major all companies have already been started branding as
well as Festive promotional offers / scheme. Especially, companies are making
strategy with the consideration of effective promotional offer. Because, now-a-
days consumers are becoming not only price conscious but also quality &
brand conscious too. They prefer all of these factors while buying. Therefore,
companies are introducing various promotional offers where consumers feel “value
for Money”.
Big Bazaar is playing key role to make innovative
promotional offers campaign since its launching. It is always trying to capture
all class of consumers including lower-middle, middle, upper, and upper-middle.
Big Bazaar is having core competency that always introduced innovative offer
where consumers are feeing genuinely “Value
for money” as well as satisfied themselves.
As such like Tata brand is connected with Indian people, Big
Bazaar is also connected with Indian people and celebrating all festival from
heart.
In July ‘12, Big
Bazaar has been introduced “The great Indian Kitchen Festival, whereas in Aug.’12
Big bazaar has been introduced 6 days Maha-Bachat (Big saving) on Independence
Day. And, now it has introduced various promotional offers for upcoming (Nov. ’12)
festival Diwali.
Advertisement Link:
-
(1) http://www.youtube.com/watch?v=MzmQcfmA-dQ (2 year ago TVC)
(2) http://www.youtube.com/watch?v=wVt-qjteVbE (1 year ago TVC)
(3) http://www.youtube.com/watch?v=5M1AmGnJQsA (1
year ago TVC)
(4) http://www.youtube.com/watch?v=-1xsxIyqXQI
(1 year ago TVC)
(5) http://www.youtube.com/watch?v=VFqzjrAx1gY (2 week ago – 2012 TVC)
Brand Campaign: -
The TVC Campaign “Swagatam Dil Se (Welcome by heart), which is conveying
message that all Festive related things are available at Big Bazaar. This
campaign is being released since 3 years. Message is being same in every campaign,
just change the ad film strategy & role models.
The strategy is being used in latest campaign that covered
all types of consumer’s starts from children, teenage, youth, grandmother to mother
etc. It is showing that all festive related things like jewellery, cloths,
kitchen ware / household / furniture products, electronics items etc. are
available at Big bazaar. And, campaign
ends with Voice over saying “Apno ka muh
bahot bar mitha kya hoga, par is bar unke Dil mein Mithas badhaiye” Swagatam
Dil Se, Swagatam big Bazaar mein” i.e. (You have been given many times sweet to
your relative/closer one, but this time
you give more sweet in their heart . Welcome by heart, Welcome to Big bazaar).
Even though, I personally visited at big Bazaar store on 21st
Oct. ’12, where “Swagatam Dil Se’ banner
has been kept outside the mall, Swagatam carpet has been stick on the every
floor means they have been created festive atmosphere & by heart welcome to
all consumers. Swagatam Dangler has also been hanging out everywhere inside
the mall.
Big Bazaar has already been built up strong brand equity in the
mind of consumers. And, its name quickly comes on tongue of consumers rather
other hypermarket competitors. Yet, no any competitors have been started aggressively
campaign for Diwali festive. Major hyper
market brands are in India like Star bazaar (Tata Group), More (Aditya birla
group), Bharti Wal-mart, Reliance mart, D- Mart etc. against Biz Bazaar is
standing & leading in India.
Let’s See How Festive
Sales impact will be come?
Share your views, Swagatam
Dil Se (Welcome by heart)…
