Objective

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:

• To clearly get the message across that Bigbasket is in quick commerce now
• Shift Bigbasket’s positioning to include the new Gen Z crowd
• Establish Bigbasket as the go-to app for everything from electronics to stationery, delivered fast and hassle-free.

Strategy

Now, with the goal of winning over Gen Z, and being rewarded with their loyalty, we went for a fun yet impactful approach.

•  Humour Route  

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

• Influencers as the Best Choice

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

• 10-Minute Delivery but make it Quirky

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. 

• Picked the Top Creators

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. 

• Trendjacking to Stay Relevant

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.

• Co-Creation to Win Brand Love:
  
  The strategy was built on co-creation, collaborating with influencers to make content that felt authentic and engaging. The subtle messaging let the creators genuinely showcase their love for the brand and the audience loved it too!

Results

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. 

• Kusha Kapila (46.4M views) and Sumedh Shinde (61.8M views) delivered incredible results.
• Bong Guy kept the momentum going with more than 5M views and a solid 6%+ engagement rates.
• Danish Sait caught everyone’s attention with his quirky humour, racking up to 26M+ views overall.

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.

Media