The quick-commerce race is as fierce as it gets. With 35% of the quick-commerce audience being Gen Z, we recognized a unique challenge for Bigbasket. A much-loved brand in the home delivery space, Bigbasket has been primarily popular among millennials. With the launch of their quick commerce segment - Bigbasket Now, they wanted to capture the attention of Gen Z.
To bridge this gap, we had some goals in mind:
Now, with the goal of winning over Gen Z, and being rewarded with their loyalty, we went for a fun yet impactful approach.
The campaign was focused entirely on humour because it’s the fastest way to Gen Z’s heart and mind. We knew we could capture their attention right away.
We also coined the iconic, “Want Now, Get Now”, a catchy tagline which speaks of the fast-paced service promised by Bigbasket Now
We decided to park sizeable marketing dollars on influencers. Afterall, they are the ones who speak Gen Z’s language best. They could make Bigbasket Now feel like part of their everyday life through funny, and relatable storytelling
We showcased how Bigbasket can bring anything to your door in 10 minutes. But we did it differently with quirky, over-the-top whacky content that left a lasting impression.
To build real awareness and long-term associations, we partnered with top-tier influencers and skipped the micros and ensured there was representation from across India’s many regions and languages.
Our long term, moment-based execution plan, tapped into current social media trends, memes, and Gen Z topics to ensure the campaign stayed relevant.
From beloved K-Dramas to the excitement of IPL season, from festive celebrations to everyday relatable moments — our campaign tapped into all of those.
Bigbasket Now stayed relevant and visible, driving impressive engagement across all phases.
The campaign reached 60 million, with 120 million views, 14 million engagements, and 18 million impressions!
From mangoes in the summer to cricket essentials during IPL, and even board games for kids during their vacations, every piece of content hit just the right note.
By leaning into trends and prioritizing storytelling over hard selling, Bigbasket Now became a popular name in QC and a part of everyday conversations and humorous stories.
With a mix of fun, some culture hacking, and a touch of purpose, the campaign proved that less brand speak and more brand love really works wonders.
