Big Bazaar has steadfastly stood by its philosophy of celebrating the people of the nation, taking care
of their interests and catering to their needs in a pan-India fashion. Part of this sustained effort is
one of the biggest Shopping festival in the country, Sabse Saste 5 Din, a true-blue India celebration
of shopping, full of offers, discounts and entertainment for the Indian consumer.
Big Bazaar has always endeavoured to be relevant to the audience in all aspects & go along with the
mood of the nation. This time, Big Bazaar decided to collaborate with one of the biggest artists in
underground rap scene, Emiway Bantai who is one of the rapper of the upcoming movie Gully Boy
starring Ranveer Singh, to make the Sabse Saste 5 Din announcement. 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. The
result was the scintillating Sabse Saste 5 Din anthem.
Sabse Saste 5 Din this year will be held between 23 -27 Jan across Big Bazaar stores. Pawan Sarda,
Head of Digital, Future Group, speaks about how the collaborations fits with the philosophy of Big
Bazaar. “We always make sure that the brand is moving along with the customer & our constant
endeavour is to do things to be relevant to young India. Digital is all about topicality & how best a
brand can integrate the same in its storeytelling. 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, in which Big Bazaar continues to excel in. “ 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.”
Sudarshan Sudevan, Executive Creative Director, Law Kenneth Saatchi & Saatchi sums it up with
how Emiway is the perfect choice for this campaign. “ Sabse Saste 5 Din, as a celebration, has so
many things on offer for the consumer that the best form to bring them alive with the flavour of the
season, which was Indian Rap & Hip Hop. We wanted to explore this new, upcoming genre in a way
that has never been used before. And Emiway Bantai fit into our scheme of things perfectly.”
Youtube link of the video:
https://www.youtube.com/watch?v=CrA_F3-SidA
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