India – In celebration of Children’s Day, BigBasket, an India-based online grocery delivery platform, has partnered with advertising agency Talented for a campaign offering frustrated parents a quick toy delivery service to end their kids’ boredom.
The multi-city outdoor campaign is part of BigBasket’s push into the quick commerce race. Alongside its usual offerings—fruits, vegetables, pulses, and poultry—customers can now have a wide range of toys and games delivered to their doorstep in just 10 minutes.
BigBasket aims to assist frustrated parents dealing with bored children by providing a quick and easy way to entertain them when all other options have been exhausted.
Speaking on the campaign, Raagaleena Sripada, marketing head at Big Basket Retail, said, “So many aspects of parenting have evolved—from how we show our affection to kids to how we apologise to them. But one thing that hasn’t changed is the ease with which the kids get bored! You may try to entertain them with all kinds of traditional or known games, but you will still land with a bored kid and a frustrated parent! ”
“Our attempt with this campaign is to offer a quick rescue from such situations—by delivering a great set of toy brands such as Lego, Hotwheels, Hasbro, and many more in 10 minutes,” Sripada added.
PG Aditiya, co-founder and CCO at Talented, further explained, “As a parent myself, I know that keeping children stimulated is a challenge, and the only ammo we have is dated methods we grew up with. So with this campaign, we showed tough love to parents and parent-adjunct figures who don’t want to own up to the fact that they’re objectively unentertaining. We banked on their deep-seated insecurity to pitch more child-friendly ways of spending time together using toys and games from BigBasket.”
The outdoor campaign is currently live in Bengaluru, Pune, and Hyderabad, with additional activations planned for the rest of the month.
