Big Bazaar eyes home decor, kitchen segments to achieve Rs 2,000 cr target

A new campaign by Big Bazaar aims to grab eyeballs for the retailer's largely unnoticed home decor and kitchen segment

Big Bazaar has always been seen as a shopping destination for food and, increasingly of late, fashion. But its home section is still largely undiscovered and under leveraged, by both existing as well as new shoppers. A new campaign titled “Ghar Aaiye Na” aims to make amends. The advertisement celebrates the small moments of joy that families and friends discover within the four walls of a house through sharing and caring, making it truly a “home”. The thematic film opens with a very Indian, warm gestured “Ghar aaiye na” (Welcome home) song that captures images of old friends bonding over cups of tea; a bunch of tiny tots perched cozily under a blanket listening to their grandma’s tales; and teenage girls spending a sleepover singing karaoke with mops and pans as mikes and guitars. The campaign highlights one’s beautiful relationship with home and encourages people to discover the exciting and diverse range of home fashion and essentials at Big Bazaar.
 
“For the past 16 years, Big Bazaar has been India’s go-to retailer for food, groceries, everyday essentials and increasingly, even fashion. Our home section was, however, yet to reach its greater potential. So, we wanted to establish Big Bazaar as a destination for everything that a home could possibly need,” says Jishnu Sen, chief marketing officer, Future Retail Limited.
 

And “Ghar Aaiye Na” is a manifestation of the insight that a comfortable home is a welcoming one. The expression not only captures “Indian-ness” and a welcoming spirit, but it also celebrates the human touch that the very word “home” evokes.
 
The advertisement has been conceptualised by DDB Mudra West.
 
“The campaign revolves around the simple notion that you tend to invite more people when you’re proud of your household. And it’s a relevant need for the society today, as migration and work pressures are continuously creating social islands. Homes act like a glue as they get people together to spend time in warm, welcoming spaces,” explains Rahul Mathew, national creative director, DDB Mudra Group. Further, three product-led films firmly establish that the home section of Big Bazaar has everything to help buyers turn their living space into a proud spectacle so they can say, “Ghar aaiye na”.
 

Mathew underlines that unlike other home players, who create a perfect but imaginary picture of dream homes, Big Bazaar did not adhere to clichéd norms of beauty. Homes are ideally cozy spaces with functional and utilitarian value. Every home is unique and has a lifetime of finds that fuel special moments with friends and family.
 

A significant 10-12 per cent of Big Bazaar’s revenues comes from its home (and kitchen) section. The brand is chasing a business target of Rs 2,000 crore for this year.
 
“We are pushing the envelope. Home forms an integral segment for Indian shoppers, besides fashion and daily essentials. The limited information among consumers about our home and kitchen section is what we now need to address. We need to let people know about the availability and range of products that we house at our stores,” says Sen.