SMART Bazaar wanted to drive footfall and sales through an in-store Back to School campaign, promoting discounts across stationery, lunch boxes, water bottles, and other school essentials. The brief was to communicate offers clearly, build excitement around the new school year, and position SMART Bazaar as the one-stop destination for school prep, speaking to both parents making the decisions and kids driving the excitement.
Designed for two audiences at once.
A thorough study was conducted to understand the learnings of global brands on their approach to Back to School, their learnings adapted to suit Indian shopping behaviour and SMART Bazaar's value-driven positioning. A 360 degree retail communication system was developed that worked seamlessly across in-store and outdoor touchpoints. A campaign identity and master layout system sat at the centre, adaptable across every format. Parents got offers, value, and readiness. Kids got energy, excitement, and visual appeal. Neither audience was compromised.
A store that felt like school.
Beyond the campaign creatives, the work extended into the store experience itself. Gate arch entry branding, category headers for easy navigation, and drop-down signages guided shoppers through the aisles. Thematic display units inspired by school environments created immersive zones that encouraged exploration, increased dwell time and drove impulse buying. Bus shelters, bus branding, catalogues and leaflets carried the campaign outside.
