Big Basket succeeded in achieving deep penetration in markets and generated first-time app installs through offline marketing.

About the Brand

Big Basket is an Indian online grocer headquartered in Bangalore, India, and currently owned by Tata Digital. It is the first online grocer in India, set up in 2011. It is a registered company with the name Supermarket Grocery Supplies Pvt. Ltd.

Target Audience

The campaign targets:  

1. Household decision makers like working professionals, homemakers, and students.
2. Budget-conscious buyers who prefer convenience and value
3. Consumers with limited digital literacy but willing to try online services with the right trigger.

Campaign Goals

The core objective of the campaign was: 

1. To generate first-time users and gain app installs in Tier 2 & Tier 3 markets through high-visibility physical media.
2. To take hyperlocal groceries to the core of India with a clear message ‘groceries at your doorstep in 10 mins’.

Challenge

As a rapidly growing quick-commerce platform, the brand faced the challenge of driving first-time app installs and user acquisition across Tier 2 and Tier 3 markets, where digital adoption was increasing but awareness of hyperlocal grocery delivery remained relatively low. 

Solution

Campaign executed across multiple Tier 2 & Tier 3 locations pan-India, ensuring regional language adaptation. Leaflets were distributed door-to-door in high-density residential blocks, with each leaflet highlighting app install QR, referral discounts, and pricing benefits against local stores.

Insertion model used with newspapers/local media for maximum household penetration. On-ground branding assets placed at natural decision points like parking areas, market junctions, auto stands and residential gates.

Promoters deployed for 5 days per location:

1. Assisted onboarding & app demo. 
2. Required minimal technology knowledge. 
3. Captured new registrations in real time.

Results

Successfully created sustained visibility in hyperlocal pockets, generated app downloads among non-digital audiences, and improved brand recall in offline-first markets. Also, developed strong word-of-mouth through promoters and repeated media exposure.

Conclusion

BigBasket's hyperlocal campaign linked online ease with offline-first consumers in smaller cities. The campaign used physical ads, local language, and in-person sign-ups to teach new users how to buy groceries on the app. They chose to reach households and built trust through carefully chosen ad locations, leaflet drops, and live app tutorials. This created awareness, boosted app downloads from consumers with basic tech skills, and restated Big Basket's promise to deliver groceries at your door in 10 minutes, increasing brand recognition in key Indian markets. To enter new markets with effective media strategies, get in touch with us.