CHALLENGE: As India’s largest value for money hypermarket, Big Bazaar’s challenge was to announce its amazing offers in an environment cluttered with other amazing offers.SOLUTION: We replaced the security guard at the bag check counter with an undercover magician. During his magic security frisk, he pulled out objects that weren’t originally in the bag. Surprised shoppers saw him pull out hardboiled eggs, bundles of dollars, gold coins, ketchup bottles and even a mop out of their bags. While they stood there stunned, he handed them a coupon with our message printed on it.RESULTS: 90% of all coupons were redeemed. Word got around, significantly increasing footfalls into the store. After the success of this activity in Mumbai, we replicated it in 30 locations across 12 cities in India.

Our hunch was right. The idea hit home and 90% of all coupons were redeemed the very day they were given. Word got around, significantly increasing footfalls into the store. After the success of this activity in Mumbai, we replicated it in 30 locations across 12 cities in India.