Big Bazaar’s marketing push takes on Amazon

Future Group’s brick-and-mortar superstore chain Big Bazaar, which is ramping up its two-hour home delivery across India during the pandemic, is set to launch a marketing blitzkrieg that will allegedly take potshots at US etailer Amazon.

While Amazon, which is locked in a fierce legal battle with the Kishore Biyani-led Future Group, has been running an advertising campaign since 2016 with the tagline ‘India ki Apni Dukaan’ (India’s own shop), Big Bazaar’s tagline will now read ‘India ki Asli Dukan’ (India’s original shop), said people familiar with the development.

“Employees at our stores are doubling as delivery executives. We have also tied up with hyperlocal delivery companies.