Fashion at Big Bazaar Launches Collection with a Digital Campaign by RAPP India
Fashion at Big Bazaar (fbb) has been representing affordable fashion in India since 2008. With its mission to make India ‘Thoda aur stylish’, the fashion house’s philosophy reinstates the fact that it doesn’t cost much to be trendy.
Recently fbb was the sponsor of one of India’s beauty pageants - Femina Miss India 2015. The brand wanted to leverage this opportunity and create a campaign around the 21 chosen Miss India finalists.
Titled ‘21 Days, 21 Looks’, the campaign stemmed from the idea of styling the finalists in fbb’s Spring-Summer 2015 Collection. It gave the brand an opportunity to launch their collection on a mass platform and showcase it via the divas that the common Indian woman could relate to.
The campaign showcased each of the finalists modelling one unique look every day, for 21 days, and talking about their personal style mantras. This was published online across fbb's various social media platforms. This campaign was also accompanied by a series of videos. Each day saw one finalist talking about their fashion resolution for the upcoming year, which was published to YouTube, with the hashtag #fresolution.
The campaign went online on 21st March, 2015 and was later translated to print as well, which was also crafted by RAPP India.
Quoting about the campaign, Akshay Mehrotra, chief marketing officer, Big Bazaar said, “We wanted to build excitement around the 21 Miss India finalists and their association with fbb. A very interesting aspect was the video content that we were able to craft with India’s most beautiful young women wearing fbb’s Spring-Summer 2015 collection. This content connects with the youth and gives them a fresh outlook at fashion.”
Venkat Mallikarjunan, president, RAPP India quoted, “fbb Femina Miss India gave us the perfect platform to launch the ever so striking fbb Spring-Summer 2015 Collection, which is going to sizzle this summer. The opportunity to showcase the collection on some of India’s prettiest women makes our campaign even more special.”
Genre: Fashion & Beauty