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Future Group Fashion at Big Bazaar’s fashion content hub FBB TV has launched one-of-its-kind Instagram web series, ‘#PujoPerfect Love Story’, to engage with the youth during this Pujo season, while breaking the monotony of the festive season campaigns. Launched on September 19, the five-episode web series is Ananya and Roy’s love story that blossoms around the Pujo.

The campaign is co-created along with the agency NDMPL (Nishtasha Digital Media Pvt Ltd).

The trailer of the web series:

Utilising the power of Instagram engagement tools like voting, asking questions, emojis and others, after every episode, the brand asks the viewers where the story should lead to. The brand has already shot two versions of the story. The videos are shot in a vertical format for the best viewing experience on mobile phones

Pawan Sarda

In an interaction with BuzzInContent, Pawan Sarda, Group Head, Digital, Future Group, said that the brand is already witnessing an engagement of 40-50%. “If 100 people saw it, almost 50% of people engaged with it.”

Explaining the reason behind choosing Instagram as a platform to launch the web series, Sarda said, “Being a fashion brand, the engagement, stickiness from the audience and also from a new-age customer perspective, Instagram is a very important part of our digital strategy. Insta story is a big offering from Instagram and that’s where we got this idea. We realised that the engagement of the story is very high.”

Any marketing initiative should fulfil the brand’s business objectives as well. Hence, while creating a lot of engagement, FBB is giving away coupons to consumers. Until yesterday, the brand had given away 20,000 coupons to consumers who were engaging with the content.

To maintain the authenticity of the web series, the film is shot in Kolkata with Bengali actors. FBB has helped the story move forward rather than just simple brand placements. The couple is seen going together for shopping where FBB has played a big role in the storyline.

Sarda explained why the brand chose a love story as the storyline for the web series. “Pujo is a festival which is a lot about social gatherings. People buy new clothes for all the days of the Pujo and there is significance to it. And apart from festivity, it is also about meeting and greeting people and socialising. We realised that the first love typically for any Bengali mostly happens during this period. We took the insight from there and thought of creating a story around it. A large section of Bengalis would be able to relate with it. Ask any Bengali, he will talk about his first love that blossomed during this period. Hence, we created a Pujo love story.”

Natasha Saraogi, Director NDMPL, added, “At NDMPL, we try to break conventional marketing and always bring in something new. Keeping that in mind, we conceptualised the complete fashion love story in a very interesting way, building the intrigue and keeping the audience engaged and unveiling ‘Pujo Fashion’ at the same time in a way that was never done before. The idea was to excite the digital audience, while they tap on Instagram story feature to unfold every Pujo Fashion Love story, and thereby making India ‘Thoda aur stylish.”

With the festive season around the corner, the brand will be seen launching more such initiatives throughout the period.

The Future Group believes in the power of video content. It has been creating a lot of video content in the last 2-3 years to increase consumer engagement. In the past, FBB has created live fashion shows, where consumers can watch real models wearing FBB attires and accessories and simultaneously buy them also.

Earlier this year, the brand created a style anthem along with rapper Naved Shaikh, popularly known by his stage name ‘Naezy’. Named as #India Ka Style Anthem, the rap pictured Naezy rapping in different fashion styles and encouraging the public to be in style.

Big Bazaar also has a live cookery show channel ‘Cook Along’ which already has more than 2.5 lakh subscribers. The show is hosted every Tuesday, Thursday and Friday at 5 pm.