AD Agencies
With 52 TVCs, DDB Mudra launches Big Bazaar’s biggest campaign
MUMBAI: Multiple creatives for a certain marketing initiative is nothing new today. Marketers come up with variants of advertising campaign to keep the target audience engaged, but the country’s largest hypermarket chain, Big Bazaar has launched its latest marketing campaign which will leave all others plain faced.
Unlike the norm of doing a TVC which tries to establish the brand positioning and message thought through a single or a series of TVCs, the campaign from Big Bazaar will see 52 different TVCs which will go on to take one product every week from the hypermarket chain.
DDB Mudra Group CEO and managing director Madhukar Kamath said, “It is an unique, never done before and a brave campaign which can only come from a leader like Big Bazaar. The brand has been at the forefront of innovation and leading change. This campaign redefines the step-change that Big Bazaar is making in its relationship with its current and prospective shoppers. It will further establish Big Bazaar as a company that sells products which enables and inspires every Indian to make their world look beautiful on the outside, as well as on the inside.”
Each TVC is a light-hearted commentary on the changes that are happening in Indian society, and make for interesting stories of the role that products play in making people’s life more beautiful and enriching. These short stories also trigger positive social change like men lending a helping hand to household work, health consciousness, people becoming more stylish, society becoming more secular etc. This campaign strengthens the connection of Big Bazaar with its current customers, while appealing to new younger Indian consumers at the same time.
DDB Mudra Group chairman & CCO Sonal Dabral said, “If it’s not engaging and insightful it’s not creative. That’s what we told ourselves when it came to the creative execution of these films. We looked at deep insights around each of the 52 products to come up with stories for each one of them. Our objective was to showcase the brand and its usage and yet convey the small change that the product has brought into the lives of new Indians through nuanced and closely observed insights. In terms of tonality, we have kept it real because that’s the voice of Big Bazaar. These are not ad films they are closely observed 52 sparkling stories of the small changes Big Bazaar and its products are bringing to everyday India.”
The campaign will be backed by OOH, radio and in-store visual merchandising.
AD Agencies
Havas Media India bags integrated media mandate for Modenik Lifestyle
Agency to steer full-spectrum online and offline campaigns for iconic innerwear brands
MUMBAI: Havas Media India has been appointed as the media agency of record for Modenik Lifestyle, taking charge of both online and offline media strategy, planning, and buying for the popular innerwear and lifestyle brand.
Modenik Lifestyle is home to some of India’s most trusted brands, including Enamor, a leading fashion lingerie label celebrated for its modern designs, and Dixcy Scott, renowned for comfort and mass appeal across generations. Together, these brands reflect Modenik’s vision of delivering aspirational yet accessible lifestyle products to millions of Indians.
Under the new mandate, Havas Media India will oversee end-to-end media across Television, Print, Radio, Cinema, Digital, Out-of-Home, Mobile, and BTL activations. The partnership comes as Modenik accelerates its integrated media presence nationwide, with a special focus on South India where Havas Media has been expanding rapidly.
Modenik Lifestyle Pvt Ltd CEO and executive director Shekhar Tewari said, “We wanted a media partner who truly understands both digital and traditional landscapes. Havas Media India brings a sharp, data-driven approach and strong on-ground execution. We look forward to reaching the right audiences at the right moments and creating something impactful together.”
Havas Media Network India CEO Mohit Joshi added, “Modenik Lifestyle embodies the desire of brands to mean more and consumers to connect deeply. Their iconic products have won the love of generations, and we are thrilled to partner with them to drive desire-led growth across every touchpoint.”
Havas Media India & Havas Play COO Uday Mohan noted, “With brands like Dixcy Scott and Enamor, our goal is to elevate existing equity with seamless, insight-led campaigns. South India is a particularly exciting growth region, and this win reflects the momentum of our teams there.”
The mandate reinforces Havas Media India’s position as one of the fastest-growing media networks in India and strengthens its footprint in South India, a market known for its regional nuances and hyperlocal consumer engagement.
