Bigbasket is a Kirana store for customers who have a fast-paced lifestyle and don’t have much time on their hands.
The ease of convenience and its long range of product line makes it a one-stop destination for fulfilling all the needs of the common man.
These features offered by the company are heavily emphasised in all its promotional strategies.
Bigbasket which is an e-grocery store has earned its place as a market leader in the online grocery shopping market in India. It is a new age Kirana store for customers who have a fast -paced lifestyle and don’t have much time on their hands. The days of going to the sabji mandi in your neighbourhood or supermarket to meet the grocery needs are long gone. Bigbasket offers a selection of more than 2000 products at the convenience of a single mouse click. This ease of convenience and its long range of product line makes it a one-stop destination for fulfilling all the needs of the common man. These features offered by the company are heavily emphasised in all its promotional strategies.
Recently an online campaign was launched by the e-grocer which aimed at encouraging each and every member of the family to meet their grocery needs online with convenience. The company came up with six videos that are running on Youtube and on all its social media accounts. The video gives out the message that how much easier it is to shop for groceries via Bigbasket and encouraged consumers to try out their services first hand.
These videos depicted various problems different members of the family face while shopping for groceries. A mother is shown worrying how time-consuming it will be to travel to the market. A father is shown stressed about getting groceries while coming back from office when he has deadlines to meet. A young mother at supermarket with her kids struggling to keep an eye on them. A young man unable to go out with his friends since he has to shop for vegetables and a young girl unable to find time for her interests because her time is consumed with shopping. In these videos, Bigbasket shows how it offers solutions for each of their problems.
The online grocery website had also launched a series of TVCs starring their brand ambassador Shahrukh Khan and popular actress Ratna Pathak Shah. The ad campaign features Shah as a sceptic who isn’t completely on board with the idea of Bigbasket. Shahrukh Khan goes on to explain why she should give Bigbasket a try listing the company features like how the products are directly sourced from 2000 farmers and delivered at your doorstep without the problems of packaging and delivery. This campaign was launched to pacify the sceptics who stated reasons like doubts over delivery and quality as the reason they don’t use Bigbasket. Via this campaign, the e-grocer quelled some of the doubts general populace had about its products and services.
Apart from their extensive ad campaigins, Bigbasket also has a highly interactive Facebook page where on the company posts content such as benefits of certain foods, new cooking techniques, skin care tips, tips for living a healthier life and much more. The online grocery store aims to connect with their audience by interacting with them directly. They also have a highly interactive Instagram page and twitter account for the same.
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