The Campaign

Research showed that, three traits that sharply differentiate our target. • Soak up new experiences and want to talk incessantly about them • Constantly on the move to next cool thing • Insane desire to share everything with their social circles, offline and online Our insight was that our youth had turned into online validation seekers. They understand the importance of "getting rated" – since accruing likes, retweets and shares allows others to "validate their lives". They needed “bragging rights” and validation on their social networks Our idea - Making fbb part of the youth lingo that resonates and connects with the youth

Creative Execution

Designed 35+ videos which captured the frenzy of going to Sunburn and being part of Sunburn: 1. Style tips by Ramona on how to look fREAKIN bLOODY bRILLIAN at Sunburn 2. Raghu/ Rajiv go shopping for Sunburn at fbb Stores giving style tips 3. Ramona’s interactions with Real Consumers Style Stories at multi city pre Sunburn events 4. International DJs like DJ snake, DJ Rehab, DJ Chuckie talk about their fREAKIN bLOODY bRILLIANT style mantras with their own renditions of fREAKIN-bLOODY-bRILLIANT making fbb the new replacement for the word “COOL” All the content created was promoted across all our Paid and Owned media assets to ensure that the brand experience was not limited to just the people who attended Sunburn but went out to our target audience across the country At Sunburn, youth engaged and shared on their social networks the funky collaterals like customized flipbooks, selfie corners, T-Shirt cannons, body stamps.

1. Sales in campaign period increased by a mammoth 38 % compared to same period last year. 2. EARNED MEDIA worth 500000 $. 3. 44 % increase in fans on Instagram, 12 % increase in fans twitter and 5 % increase in fans on Facebook 4. Entered youth lingo through hand sign gesture leading to 1000 + Photographs and selfies with the brand per day at Sunburn 5. Through an innovative and cool hand gesture we created 1,50,000 + Human sign boards in the biggest EDM festival in Asia at no cost The brand made cool… Cooler.

Youth, our core Target-Audience perceived Big Bazaar as a supermarket fashion brand that couldn’t help them make a style statement. We needed a platform that would not just engage and excite them but also increase our style quotient. We became Style Partners to Asia’s largest Music festival – Sunburn. We knew that the Indian youth were looking for “bragging rights” on social networks. We created pre Sunburn content videos that enabled youth to up their style statement. Designed funky collaterals at the Sunburn Event in a language that resonated with them and helped them validate their lives on their social networks

Insights, Strategy and the Idea

Asia’s largest EDM festival, Sunburn, with followers across 42 countries, became the platform that the brand would ride to win the perception game. Adopting the alias fREAKIN bLOODY bRILLIANT – a keyword echoing the sentiments of the fans and creating hand sign which were also the initials of the brand, enabled us to be part of youth conversations The other trend we rode on when designing our assets was the shift of video viewing from TV to online 36 Million Indians (15+) watch video content daily on Internet, 15 Million of which fall in our core TG We created assets with influencers which made the youth look at us not as a value brand but a brand that enabled them to look more stylish and disseminated these assets on media our TG is most involved with. Innovative, Relatable and Sharable content brought alive the multiple renditions of the words- fREAKIN-bLOODY-bRILLIANT