DDB Mudra Sings a Catchy Bollywood Tune for Future Group Retail
Future Group is India’s first and largest independent homegrown pure-play retail group. With a pan-India presence and multiple store formats, which meet the everyday needs of millions of customers in India, Future Group helps them live a better quality of life every day. The group has grown and continues to grow on a simple belief to be a part of every consumption opportunity of the Indian consumer.
With the onset of Diwali, the biggest shopping season that India witnesses, at a time when the customers open their wallets and indulge in purchase - be it fashion, electronics, food, home fashion, kitchen goods, or even gifting, Future Group decided to bring all their different store formats from Big Bazaar, Food Bazaar, FBB, Central, Ezone, Home Town, Brand Factory and ‘I am In’ into a common platform where customers can benefit from their purchase across the entire portfolio of Future Group stores and promote cross purchase between stores.
In the reveal films, DDB Mudra shows ‘The 12 Months Free Shopping Festival’ has begun, and a roving camera catching people red-handed with a massive amount of big ticket purchases. They are seen offering unconvincing reasons to the camera (in a sing-song) for doing so. A recurring chorus, however, calls their bluff throughout. Because the real reason is, of course, the exciting shopping schemes offered at this mega event. Towards the end, the shopping scheme itself is depicted with a unique Hammer Game device as seen in amusement parks. All this, set to a peppy tune.
Speaking about the campaign, Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, said, "An exciting, high energy and truly creative festival needs to have an equally creative and high energy creative communication idea. That’s exactly what we delivered with this campaign.”
Advertiser: Future Group
Account Director: Sanjay Panday
Account Manager: Makarand Gholba, Raaj Arora, Abhay Bhonsle, Ruchika Vadvan, Seema Mhate
Creative Agency: DDB Mudra
Art Director: Mukesh Jadhav, Viraj Nandivadekar, Amit Parekh
Chief Creative Officer: Sonal Dabral
Copywriter: Ravi Ananthan, Mudit Tewari
Creative: (Creative Head) Rahul Mathew
Creative Director: Shagun Seda, Satyajeet Kadam
Executive Creative Director: Rajiv Sabnis
Planner: Amit Kekre, Subash Franklin
Category: Retail and restaurants , Retail stores
Genre: Music performance