Aegis Media's out of home (OOH) agency, Posterscope India, has launched a slew of creative outdoor innovations for Big Bazaar's five day 'Maha Bachat' campaign.
The Maha Bachat initiative is an annual stock clearance programme. Translating this 'big sale' idea into a campaign, a super sized trolley has been put up on hoardings, mobile vans and gantries, attracting huge attention.
In another innovation, a giant trolley has been mounted on mobile vans and taken around cities. In Mumbai, the agency has created a motorised trolley pushed to and fro by a man on a Mahim Causeway gantry to highlight the biggest sale by Big Bazaar. The fourth innovation is that of a 3D man and woman pushing a trolley on a hoarding.
Posterscope has converted premium media formats in different cities across India. At least two innovations have been done across cities where the campaign is running, including Mumbai, Bengaluru, Hyderabad and Chennai.
The campaign is already up and will continue till next week. The Maha Bachat programme of Big Bazaar starts on August 12 and will continue till August 16.
Haresh Nayak, country head, Posterscope India, says, "The client wanted to have a high impact campaign in terms of footfall as well as sale for the five day Maha Bachat programme across India. Posterscope India planned the activity in a manner so that it has the highest frequency even at a lesser duration and impact through large format media such as hoardings and gantry. Four different types of innovations have been carried out to create the biggest impact."
Pawan Sarda, head, marketing, Big Bazaar adds, " Trolley is the symbol of shopping and 5-Days Maha Bachat is the biggest event of shopping where consumers would shop to their hearts content". So the trolley became an extremely important part of the campaign, that's why it was emphasized as an OOH format in the innovation executed across medias across markets.
Mudra is Big Bazaar's creative agency and has worked on the basic creative idea of the Maha Bachat campaign, while all the innovations and executions have been done by Posterscope.