How did we come up with an award-winning social cause campaign?
One of the fastest-growing value retail formats, Baazar Kolkata is a one-stop solution to all fashion requirements offering menswear, womenswear, kidswear, and accessories. Its presence spans 125 stores in India.?
This independence day, SRV Media created an exceptional social cause campaign for Baazar Kolkata. Here’s how we cracked an award winning strategy-?
Understanding The Problem-?
As we all know, our biggest asset is our patriotism, which we proudly display on holidays like Republic Day or Independence Day with our national flag. In India, emotions speak louder than words, and patriotism evokes a strong sense of loyalty in the audience.?
Patriotism is something that cannot be expressed in words; it cannot be claimed or proclaimed. It is everything, not just something. It is a dedication that touches everyone's heart; it is not a rule that must be observed or a task that must be completed. A citizen's patriotism serves as a bridge to his motherland. It is the most sublime feeling ever!?
However, as soon as the event is over, unsettling photographs of the National Flag lying around on the streets with individuals casually discarding the flag start to appear. This has been going on for years now. And it is time to put a stop to this disturbing practice!?
Our Idea-
To raise awareness of this situation, we created a campaign for Baazar Kolkata that was an extension to the #HarGharTiranga , started by our honourable Prime Minister Narendra Modi ji, and we used different social media platforms to spread the word about it.?
After the Independence Day celebrations, we encouraged customers to politely dispose off their flags at any of the 125 Baazar Kolkata stores in exchange for vouchers.?
This particular campaign helped us to accomplish our patriotic goals, promote a good cause, and boost sales because more people came in because of the vouchers and discounts.
In order to arouse patriotism in the audience, we used hard-hitting visuals, and we invited them to take part in this innovative and significant initiative. And the response was terrific!?
What All Checkboxes Did This Campaign Tick?
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Understanding The Target Audience-?
After completing a thorough analysis of the target market, we discovered that Bazaar Kolkata caters to middle-class consumers who enjoy shopping but cannot afford to make large purchases. We also learned that this audience wants quality and trends in addition to value. They aim to seek a mall-like shopping experience in addition to staying up to date with fashion trends.?
The main research involved visits to 10+ Bazaar Kolkata outlets across tier 1,2 & 3 cities. The secondary research included SEM Rush, Google trend analysis, FB & Instagram insights, industry analysis, competition analysis, TG analysis, current issues, and recent developments.?
To properly design the communication to this audience, however, more is required. So, we started by thoroughly comprehending this audience.?
So What Did We Include In Our Communication Plan For This Audience??
The Impact Of The Campaign-?
The very first objective of our campaign was to remind the public about the importance of respecting our national flag. However, our social cause campaign for Independence Day created not just a patriotic impact but also increased the sales of the stores.?
SM Creatives Leveraged?
By winning accolades, such as the finalist certificate for media strategist in the FMCG and retail sectors at BestMediaInfo's Rising Star Awards, 2022 by Viacom 18, we assisted Baazar Kolkata in establishing themselves as a modern brand on social media.?
In addition to retail brands, we’ve also successfully carried out social marketing campaigns for different industries like education, manufacturing, real estate, fintech, FMCG, as well as health & pharma!?
And we strive to deliver more and better!?