The Brief

As India's largest value for money hypermarket, Big Bazaar's challenge was to announce its amazing offers in an environment cluttered with other amazing offers.

Describe how the promotion developed from concept to implementation

In India, post the Mumbai attacks, frisking bags at any public venue is mandatory. It's a time when people have nothing to do but wait in line. We replaced the security guard at the bag check counter with an undercover magician. During his magic security frisk, he pulled out objects that weren't originally in the bag. Surprised shoppers saw him pull out hardboiled eggs, bundles of dollars, gold coins, ketchup bottles and even a mop out of their bags. While they stood there stunned, he handed them a coupon with our message printed on it.

Describe the success of the promotion with both client and consumer including some quantifiable results

Our hunch was right. The idea hit home and 90% of all coupons were redeemed the very day they were given. Word got around, significantly increasing footfalls into the store. After the success of this activity in Mumbai, we replicated it in 30 locations across 12 cities in India.

Explain why the method of promotion was most relevant to the product or service

If our coupon was sent to them by mail it would have probably been forgotten somewhere but giving it to them in the line for the mandatory security check in an innovative manner ensured that it was top of mind and and they would encash it in that very shopping trip.