Law & Kenneth Saatchi & Saatchi
Big Bazaar’s revolutionary Sabse Saste Din Sale was losing its innovative edge.The challenge was to make an offline household goods shopping festival relevant for a millennial audience in a market cluttered by a plethora of shopping festivals from new online and offline entrants.
Big Bazaar created the India’s first 24 hour Facebook live – ‘India Chala Shopping’ on 26 January. Millennials could not only enjoy the engaging content but also win exclusive . The 24 hour live show followed the adventures of the Big Bazaar crazy Sharma family as they competed to get the most savings out of Sabse Saste Din while dealing with their annoying neighbours and unexpected guests. More than 30 celebrities, musicians, live acts were roped in to further amplify the reach. A crew of 250 people worked for 48 hours straight creating the live set, shooting, producing, managing the live shoot and online edit, monitoring content and engaging with viewers on social media. The actors did not have any rehearsals or pre-recorded content, they were given the content space and directed live through an earpiece and just told to have fun on camera.
There were 10 million views in just a 24 hour period.The exciting and entertaining content meaningfully engaged customers with over 400,000 reactions, comments and shares. Almost 90% of our audience was between the ages of 13 to 35 – the exact same age group Big Bazaar had been struggling to speak to in a relevant manner. The campaign generated more than 1, 13,000 coupons during the 24 hour period with an unprecedented 62% redemptions.