Big Bazaar collaborated with rapper Emiway Bantai for the announcement of Sabse Saste 5 Din to cater the young audience. Did it rap the right way? Experts share...
Whenever you see the opportunity to create a WOW! Moment, Act on it! - said American author, Shep Hyken. Something that has been taken too seriously by the marketers of today.
Big Bazaar went a step ahead and devised a one and half minute rap film featuring Indian rapper Bilal Shaikh popularly known as Emiway Bantai, announcing the Sabse Saste 5 Din. With 2 million subscribers on his Youtube channel, the 23-year-old artist rakes in 227 million views. He is also doing a cameo in Gully Boy which is directed by Zoya Akhtar.
In the video, he is seen rapping in true gully boy rap style, bringing in the local vibes and crooning to ‘Let’s celebrate Bantai, Sabke Liye Khaas Din’.
Insight and conceptualisation
When approached by Big Bazaar to do something about Sabse Saste 5 Din, Emiway expressed his interest in the collaboration and visited a Big Bazaar store to get a real feel of the environment and the general vibe. It was here that he came up with the brilliant idea of creating a composition about all products available at Big Bazaar and how Sabse Saste 5 Din is all about the celebration of shopping for the common man.
Pawan Sarda, Head of Digital, Future Group asserts that digital is all about topicality & how best a brand can integrate the same in its storytelling. “Thus with the buzzing rap culture catching the fancy of the entire nation, we chose to do a “rap” to announce the launch of Sabse Saste 5 Din with Emiway.”
Anil Nair, Managing Partner, Law & Kenneth Saatchi & Saatchi adds on how this move is a perfect amalgamation of astute marketing and creativity, “ Big Bazaar is a brand that has constantly tried to be relevant and in touch with the spirit and changing needs of young India. Be it with our various Facebook 24-hour LIVEs or the Twitter Decide Your Price promotions or the Google Smart Search. Our collaboration with Emiway Bantai is part of immersing ourselves into their conversations and narrative.”
Last year, for Sabse Saste 5 Din, the retail giant dug into the passion of real individuals who put in their effort to make the sale event a grand success. Including a few who have been associated with Big Bazaar for over a decade with Big Bazaar.
With ‘Aisa mauka fir kaha milega- #IndiaChalaShoppingBig Bazaar aimed at generating curiosity driving nostalgia and rolled out a series of ad films featuring customers who shared their personal accounts of the discount shopping days.
Now in its 13th year, Big Bazaar’s Sabse Saste 5 Din has come a long way- from being day-long shopping show to a five-day phenomenon.
Expert Opinion
Shrenik Gandhi, Chief Executive Officer and Co-founder, White Rivers Media
Future group has clearly aced the game of moment marketing. From the very viral Brand Factory to FBB to BigBazaar, all brands have crazy campaigns lined up always. This one rides the wave of hip hop, which always has been inherently viral, but is, all the more viral with the buzz around the latest Ranveer & Alia starer Gully Boy.
I feel the selection of cast, lyrics, cinematography, all are to the point and BigBazaar is in for yet another memorable SS5D.
Hamza Sayed, Founder & CEO, Future X Media
BigBazaar's desperate attempt to connect with its audience featuring Rapper Emiway Bantai clearly fails to hit the mark as the star of the advert doesn't appeal to the masses! Emiway may be popular among the youth, more specifically, the college-going audience. However, these people aren't the ones that make financial decisions for the household. A mature person wouldn't be inclined towards going to BigBazaar if an underground rapper urges them to. They're unaware of the lingo and the brand message is being lost in translation! The campaign message isn't aimed to target the group it should.
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