Brief: Create a new key visual for BigBasket’s point of sale campaign and enhance their image.
My Role: Associate Director.
Involvement: Ideation, Pre Production, Shoot, Post Production and Final Delivery.
Agency: Prime Focus Technologies, Mumbai
Bengaluru-based online grocer BigBasket wanted to enhance their image with a new key visual for point of sale campaign. While most players are aggregators, sourcing from neighborhood stores; BigBasket on the other hand follows a farm-to-fork model. This means buying in bulk from farmers directly thereby ensuring a fresher & healthier produce. Watch the video to know more.
The objective was to showcase the sourcing process followed by Big Basket, right from the farmer till the time it reaches the customer. The focus included showcasing various line processes like sorting, collecting, cleaning, quality checks, freezing etc.
Communication Objective: To instill in the viewer’s mind that big basket provides the best handpicked Farm produce.
The film needed to be understood in one straight shot, so we used a direct approach – the POV narrative style. The film captures the perspective of a fruit/vegetable from the time it’s plucked at the farm, goes through various line process stages till it finally arrives at a customer’s doorstep.