BigBasket launches influencer ad campaign with Kapoor Sisters to promote 10 minute delivery

BigBasket has launched a high-impact ad campaign with Bollywood icon twins Karisma and Kareena Kapoor making their first-ever commercial appearance together. Conceptualized by creative shop Talented and produced by First December Films, the campaign taps into star power and nostalgia as it appeals to the reiteration of the brand's new promise, groceries delivered in 10 minutes.

Consisting of three entertaining short films, the campaign draws on the Kapoor sisters' iconic filmography. Kareena reprises a favorite tongue twister role from her previous films, and Karisma performs her signature dance in a fun double role. The third film features both stars singing, a daring, creative choice accomplished without post-production dubbing.

"Shooting some of our beloved avatars with each other was happily nostalgic. We are comfortable with long takes and gradual build up, this campaign turned that around. Even we had to get things done 'quickly'," the Kapoor sisters said in a collective statement, echoing the campaign's message of fast, hassle-free delivery.

Raagaleena Sripada, BigBasket Retail Marketing Head, added, "Our partnership with Kareena and Karisma is a brand voice evolution that is strategic. We needed to convey the speed, convenience, and reliability of our new 10-minute delivery commitment, and the Kapoor sisters' down-to-earth appeal gives us that much larger, more diverse reach."

The campaign is on going in digital and television media, with a fourth ad film planned in the latter part of this year. Written by Siddarth Sen, the series hopes to create a new benchmark for grocery delivery communication through entertainment, familiarity, and speed.

Let’s explore the benefits of influencer advertising:

• Reality and credibility
  Their followers will tend to act when the influencer recommends a product since they hear it from someone that they have learned to trust over time and are usually willing to choose that product over an advertisement.
• Niche reach:
  This niche approach thus means that most of the influence circles are niched, so brands can easily connect to the right audience with a better rate of engagement.
• Higher engagement
  Influencers tend to be more engaging on the posts; it means that their audience is likely to like and comment on the post. Hence, consumers are made to feel engaged and invested.
• Skilled content creators:
  Influencers are masters at creating fantastic, appealing content. That makes brands different, interesting, and in front of the right people in a memorable way.

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