#IndiaChalaShopping: Big Bazaar rides on nostalgia to promote its iconic ‘Sabse Saste Din’

Big Bazaar’s Sabse Saste Din has had an immense growth journey in the past 12 years, but the hypermarket chain is now aiming for the sky with #IndiaChalaShopping, an entertaining mix of online and offline

Bib bazaar Sabse Saste din

What started as a day-long shopping extravaganza by India’s biggest chain of hypermarket stores in 2006, has now ballooned into a full-fledged five-day mega shopping festival during the Republic Day week. Big Bazaar’s ‘Sabse Saste Din’ is the most awaited discount shopping event, generating roughly 5-7% of annual sales for the Future Group.

“We had to shut down. We had only 24 stores,” CEO Kishore Biyani fondly reminisces about the humungous crowds gathered outside Big Bazaar stores to shop at the first-ever deeply discounted Republic Day sale twelve years ago. The company was also forced to call the police to manage the crowd.

Today, the crowd has shrunk. Indian shoppers looking for discounts have an array of choices. Every retailer – online, offline, omni-channel is offering deep discounts and tempting deals. Republic Day is more about sparking consumerism than it is about celebrating our Constitution.

Big Bazaar has announced its Sabse Saste Din beginning January 24 to January 28, 2018. Touted as a big threat to online retailers, Big Bazaar’s ‘Sabse Saste Din’ is targeting sales of over INR 1,000 crore. To this effect, the hypermarket chain has rolled out a massive marketing campaign, comprising a large pie of exciting digital and social media initiatives.

Aptly named, “#IndiaChalaShopping” the campaign rides on nostalgia, it aims to refresh your memories of having shopped at Sabse Saste Din. Funny, crazy or harrowing, nearly everybody has a story related to the Big Bazaar sale. And for the uninitiated, the campaign hopes to generate curiosity and participation as well.

A series of ad films have been rolled out with people sharing their personal accounts of Sabse Saste din. In this one, Raj Shekhar tells us how he discovered the madness behind Sabse Saste Din while riding his rickshaw, two years ago. And then, as expected, he too became a part of it.

The other films portray a husband-wife story of having bribed the security guard to get inside the store, and one about a woman who made a lifelong friend over their common interest in a beautiful tea set.

Two weeks prior, the campaign used the brand’s social media platforms for buzz creation. A series of entertaining content pieces along with interesting past trivia make up for nostalgic consumption. Sales data from last year’s Sabse Saste din has been converted into fun trivia. For instance, this one about the 4.5 lakh Maggi packs sold last year:

Or this one about the 3.6 lakh bottles of Kissan ketchup sold last year:

How many packets of Red Label Tea can fill 10 Olympic size swimming pools?

This is quite a revelation: 16 lakh men’s t-shirts and 12 lakh jeans equals the population of Coimbatore and Srinagar respectively!

The campaign is also leveraging Facebook Live to amplify reach, engage consumers in real time and boost participation. It is organizing one of the world’s first 24 hours of Facebook Live Shopping Carnival from 9am on Jan 26 to 9am on Jan 27. Celebrating the Republic Day with full spirit, the 24 hour session has been designed as a carnival with popular celebrities giving out offers on products across all categories.

Every hour Big Bazaar will announce exclusive offers that are not promoted on any other platform. More than ten lakh mobile coupons will be given away at the Facebook Live Shopping Carnival that can be used during Sabse Saste 5 Din.

Big_Bazaar_FB_Live_shopping

 

#IndiaChalaShopping is also tapping into the mobile consumer segment with a mobile game. Deal Skyfall, a simple game lets you win shopping vouchers worth INR 1 crore. In addition, certain milestone scores also win. The top hundred scorers on the leaderboard stand the chance to shop for free from Jan 24-28.

To add to all the excitement, CEO Kishore Biyani has been making the pitch himself. In a Facebook Live session with actor Manish Paul, the man shared interesting accounts of India’s favourite shopping festival. He also revealed all that’s in store and not to be missed at Sabse Saste Din 2018.

In addition, native content with online publishers like The Quint and Scoopwhoop has ensured that the magic of Sabse Saste Din is not lost on the millennial generation. The Quint has a story about the evolution of Sabse Saste Din and Scoopwhoop has one about the mobile game.

12 years the wiser

Big Bazaar’s ‘Sabse Saste Din’ has had an immense growth journey in the past twelve years. But, it now faces a threat from the likes of Flipkart’s Big Billion Days and Amazon India’s The Great Indian Shopping Festival. Indians are spoilt for choices, coupled with the super convenient shopping experience offered by ecommerce players, it is getting increasingly tougher for traditional hypermarket retailers like Big Bazaar. A truckload of incentives, excitement and entertainment is mandatory to push shoppers to visit your store.

And that is precisely what is driving Big Bazaar’s Sabse Saste Din 2018. An entertaining shopping festival experience with incentivized mobile games, FB Live shopping carnival and a chance to avail offers like Fast Billing Pass, online shopping for the first time. The use of content marketing has also played a role in upping the ante on social media this year.

About two months ago, Biyani was invited to China to understand shopping behaviour during Singles Day, the biggest shopping festival, by none other than Jack Ma, Founder of Alibaba. He told ET that bringing celebs for live gaming show on Facebook and opening pop-up stores are ideas he took from Alibaba. Well, survival of the fittest leads to new methods of marketing. Hopefully, it reaches its 1000 crore target and retains its charisma of Sabse Saste Din!