📌 Brand Campaign Case Study: Apna Bazar Woburn & Lowell

1. Background

Apna Bazar is an Indian-American grocery store located in Woburn & Lowell, MA, offering a wide range of Indian groceries, fresh produce, spices, ready-to-eat meals, and cultural products. While it has a loyal customer base among the Indian diaspora, the brand wanted to expand awareness and increase store footfall during festive seasons.

2. Campaign Objective

• Primary Goal: Increase store visits and sales during the Diwali festive season.

• Secondary Goal: Strengthen Apna Bazar’s positioning as the go-to Indian store for cultural celebrations.

3. Target Audience

• Primary: Indian families, students, and professionals living in Woburn & Lowell area (age 20–55).

• Secondary: Non-Indian customers interested in trying Indian spices, snacks, and cultural products.

4. Core Message & Theme

Campaign Name: “Celebrate Diwali, Celebrate Togetherness”
Core Message: “From sweets to spices, Apna Bazar brings India closer to your home.”
Tone: Emotional, cultural, family-oriented.

5. Campaign Strategy

🔹 Channels & Tactics

1. Social Media (Instagram, Facebook, YouTube Shorts)

   • Teaser Reels: “Diwali essentials arriving at Apna Bazar.”

   • Carousel Posts: Festive recipes featuring store products.

   • Giveaway Contest: “Share your Diwali photo with Apna Bazar items.”

2. In-Store Activation

   • Festive decorations, sampling counters, and free mithai (sweets) tastings.

   • Discount bundles on Diwali essentials (oil, diyas, sweets, snacks).

3. Community Engagement

   • Partner with local Indian associations for Garba/Diwali events.

   • Sponsor local cultural programs, offering coupons for attendees.

4. Digital Campaigns

   • Google Ads: “Diwali Essentials near me – Apna Bazar Woburn/Lowell.”

   • Email Marketing: Personalized festive offers to existing customers.

6. Creative Examples

🖼 Mock Deliverables (for your portfolio visuals)

• Poster/Ad:
  Image of a festive thali (platter) with caption:
  “Everything you need for Diwali, under one roof – Apna Bazar Woburn & Lowell.”

• Instagram Reel Idea:
  Transition video: Empty Diwali thali → filled with mithai, diyas, and dry fruits from Apna Bazar.

• Facebook Post:
  “Diwali is brighter when celebrated together. Visit Apna Bazar for festive discounts & free tasting sessions this weekend!”

• Landing Page Banner Mockup:
  “Celebrate Diwali with Apna Bazar – Shop Now & Save 20% on festive packs.”

7. Campaign Rollout Plan

• Week 1: Teasers (Diwali countdown, product highlights).

• Week 2: Launch discounts + influencer collaboration (local Indian YouTubers).

• Week 3: User-generated content contest + event sponsorship.

• Week 4: Final push with Google Ads & reminder emailers.

8. KPIs & Expected Outcomes

• Foot Traffic: +25% increase during campaign period.

• Sales Growth: +18% festive product sales compared to last year.

• Social Media Engagement: Reach 50K+ with 7% engagement rate.

• Community Impact: Strengthened local brand presence via cultural events.