Monday, October 22, 2012

Big Bazaar 'SWAGATAM DIL SE (Welcome by heart)....

“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.

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(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)…