The Challenge
As India’s leading e-grocer in the slotted delivery market, BigBasket excelled but lagged in quick commerce. Our mission: make BB Now synonymous with delivered in 10 minutes.
The Opportunity
Live sports and quick commerce are a perfect match—fans consuming content on a second screen during games are primed for instant orders. We saw a strategic fit between the medium of consumption and the medium of transaction.
Our Approach
We secured the Official Quick Commerce Partner rights for RCB, aligning BB Now with RCB’s top four fan-centric IPs—RCB Insider, Game Day, 12th Man, and Bold Diaries—plus the RCB podcast. This created 8 months of continuous engagement for BigBasket, with BB Now branding prominently featured at the start of every video released as part of the partnership.
Business Impact
- Achieved significant market share growth in Bengaluru.
- BB Now’s contribution to total revenue rose from 30% to over 50% by July 2024.
- Saw increased search volumes and transactions during RCB matches.
Partnership Impact
- Silver Winner – Best Branded Content at the Afaqs! Digies 2025
- 200 pieces of content
- 550m+ views
- 75m+ likes.
- Introduced the BB Now Player of the Day ritual, rewarding top performers with custom hampers
- Installed the BB Instant convenience kiosk at RCB HQ for enhanced visibility through content integration and a bespoke player film
Brand Impact
Launched a ‘Now delivering in 10 mins’ brand film featuring Virat Kohli, also promoted through our partnership with The Grade Cricketer. BB Now x RCB emerged as the most recognised brand in the IPL, both on and off the jersey.
Community Engagement
- Provided delivery riders, the backbone of the delivery ecosystem, the chance to meet RCB cricketers.
- Rewarding loyal customers with a curated evening, dining with RCB cricketers.
Testimonials
