bigbasket

From Groceries to Greatness

Client
bigbasket
Project
Category building
•
Brand Positioning
•
New media
•
Share
https://vimeo.com/1084580401

Brief & Insight

In 2023, bigbasket approached us with a clear challenge: transform their underutilized YouTube channel—19,000 subscribers, limited uploads, and minimal algorithmic visibility—into a high-impact digital property, without any investment in paid media. Our insight was grounded in behavior: India wasn’t actively searching for grocery brands, but it was constantly seeking solutions—how to eat healthier, grow herbs at home, improve gut health, ad more. We reframed the brief. This wasn’t about advertising grocery products. It was about building brand presence through consistent, search-optimized, high-utility content that responded directly to audience needs. bigbasket didn’t need ads. It needed answers.

Our Approach

We reimagined the bigbasket YouTube channel as a daily content platform—built for discovery, utility, and retention. The strategy focused on high-frequency publishing across a wide range of relevant categories: food, fitness, parenting, wellness, gardening, and home care. Each video was designed around SEO principles to align with India’s most-searched queries. Our creator network was carefully curated—featuring chefs, doctors, fitness experts, and content specialists. Collaborators included Tanmay Bhat, Dr. Sid Warrier, and a diverse set of genre-specific creators. Content was produced entirely in-house. No influencer plugs, no media amplification. Just credible, consistent, high-ranking content, built to earn attention.

Key Results

In less than 12 months, bigbasket’s YouTube presence was completely transformed—organically. Subscriber count grew from 19,000 to over 375,000. The channel generated over 206 million organic views. 750+ videos were produced, featuring 50+ creators across multiple categories. bigbasket ranked in the top 5–7 results for nearly every keyword it targeted—without spending a single rupee on paid promotion. The channel was awarded the YouTube Silver Play Button for performance. Most importantly, YouTube evolved into bigbasket’s largest discovery and engagement engine—converting everyday questions into meaningful brand touchpoints. bigbasket is now India’s most discoverable essentials brand on YouTube.

Brief & Insight

In 2023, bigbasket approached us with a clear challenge: transform their underutilized YouTube channel—19,000 subscribers, limited uploads, and minimal algorithmic visibility—into a high-impact digital property, without any investment in paid media. Our insight was grounded in behavior: India wasn’t actively searching for grocery brands, but it was constantly seeking solutions—how to eat healthier, grow herbs at home, improve gut health, ad more. We reframed the brief. This wasn’t about advertising grocery products. It was about building brand presence through consistent, search-optimized, high-utility content that responded directly to audience needs. bigbasket didn’t need ads. It needed answers.

Our Approach

We reimagined the bigbasket YouTube channel as a daily content platform—built for discovery, utility, and retention. The strategy focused on high-frequency publishing across a wide range of relevant categories: food, fitness, parenting, wellness, gardening, and home care. Each video was designed around SEO principles to align with India’s most-searched queries. Our creator network was carefully curated—featuring chefs, doctors, fitness experts, and content specialists. Collaborators included Tanmay Bhat, Dr. Sid Warrier, and a diverse set of genre-specific creators. Content was produced entirely in-house. No influencer plugs, no media amplification. Just credible, consistent, high-ranking content, built to earn attention.
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Key Results

In less than 12 months, bigbasket’s YouTube presence was completely transformed—organically. Subscriber count grew from 19,000 to over 375,000. The channel generated over 206 million organic views. 750+ videos were produced, featuring 50+ creators across multiple categories. bigbasket ranked in the top 5–7 results for nearly every keyword it targeted—without spending a single rupee on paid promotion. The channel was awarded the YouTube Silver Play Button for performance. Most importantly, YouTube evolved into bigbasket’s largest discovery and engagement engine—converting everyday questions into meaningful brand touchpoints. bigbasket is now India’s most discoverable essentials brand on YouTube.

Brief & Insight

In 2023, bigbasket approached us with a clear challenge: transform their underutilized YouTube channel—19,000 subscribers, limited uploads, and minimal algorithmic visibility—into a high-impact digital property, without any investment in paid media. Our insight was grounded in behavior: India wasn’t actively searching for grocery brands, but it was constantly seeking solutions—how to eat healthier, grow herbs at home, improve gut health, ad more. We reframed the brief. This wasn’t about advertising grocery products. It was about building brand presence through consistent, search-optimized, high-utility content that responded directly to audience needs. bigbasket didn’t need ads. It needed answers.

Our Approach

We reimagined the bigbasket YouTube channel as a daily content platform—built for discovery, utility, and retention. The strategy focused on high-frequency publishing across a wide range of relevant categories: food, fitness, parenting, wellness, gardening, and home care. Each video was designed around SEO principles to align with India’s most-searched queries. Our creator network was carefully curated—featuring chefs, doctors, fitness experts, and content specialists. Collaborators included Tanmay Bhat, Dr. Sid Warrier, and a diverse set of genre-specific creators. Content was produced entirely in-house. No influencer plugs, no media amplification. Just credible, consistent, high-ranking content, built to earn attention.

Key Results

In less than 12 months, bigbasket’s YouTube presence was completely transformed—organically. Subscriber count grew from 19,000 to over 375,000. The channel generated over 206 million organic views. 750+ videos were produced, featuring 50+ creators across multiple categories. bigbasket ranked in the top 5–7 results for nearly every keyword it targeted—without spending a single rupee on paid promotion. The channel was awarded the YouTube Silver Play Button for performance. Most importantly, YouTube evolved into bigbasket’s largest discovery and engagement engine—converting everyday questions into meaningful brand touchpoints. bigbasket is now India’s most discoverable essentials brand on YouTube.

Brief & Insight

In 2023, bigbasket approached us with a clear challenge: transform their underutilized YouTube channel—19,000 subscribers, limited uploads, and minimal algorithmic visibility—into a high-impact digital property, without any investment in paid media. Our insight was grounded in behavior: India wasn’t actively searching for grocery brands, but it was constantly seeking solutions—how to eat healthier, grow herbs at home, improve gut health, ad more. We reframed the brief. This wasn’t about advertising grocery products. It was about building brand presence through consistent, search-optimized, high-utility content that responded directly to audience needs. bigbasket didn’t need ads. It needed answers.

Our Approach

We reimagined the bigbasket YouTube channel as a daily content platform—built for discovery, utility, and retention. The strategy focused on high-frequency publishing across a wide range of relevant categories: food, fitness, parenting, wellness, gardening, and home care. Each video was designed around SEO principles to align with India’s most-searched queries. Our creator network was carefully curated—featuring chefs, doctors, fitness experts, and content specialists. Collaborators included Tanmay Bhat, Dr. Sid Warrier, and a diverse set of genre-specific creators. Content was produced entirely in-house. No influencer plugs, no media amplification. Just credible, consistent, high-ranking content, built to earn attention.
Read More

Key Results

In less than 12 months, bigbasket’s YouTube presence was completely transformed—organically. Subscriber count grew from 19,000 to over 375,000. The channel generated over 206 million organic views. 750+ videos were produced, featuring 50+ creators across multiple categories. bigbasket ranked in the top 5–7 results for nearly every keyword it targeted—without spending a single rupee on paid promotion. The channel was awarded the YouTube Silver Play Button for performance. Most importantly, YouTube evolved into bigbasket’s largest discovery and engagement engine—converting everyday questions into meaningful brand touchpoints. bigbasket is now India’s most discoverable essentials brand on YouTube.

Brief & Insight

In 2023, bigbasket approached us with a clear challenge: transform their underutilized YouTube channel—19,000 subscribers, limited uploads, and minimal algorithmic visibility—into a high-impact digital property, without any investment in paid media. Our insight was grounded in behavior: India wasn’t actively searching for grocery brands, but it was constantly seeking solutions—how to eat healthier, grow herbs at home, improve gut health, ad more. We reframed the brief. This wasn’t about advertising grocery products. It was about building brand presence through consistent, search-optimized, high-utility content that responded directly to audience needs. bigbasket didn’t need ads. It needed answers.

Our Approach

We reimagined the bigbasket YouTube channel as a daily content platform—built for discovery, utility, and retention. The strategy focused on high-frequency publishing across a wide range of relevant categories: food, fitness, parenting, wellness, gardening, and home care. Each video was designed around SEO principles to align with India’s most-searched queries. Our creator network was carefully curated—featuring chefs, doctors, fitness experts, and content specialists. Collaborators included Tanmay Bhat, Dr. Sid Warrier, and a diverse set of genre-specific creators. Content was produced entirely in-house. No influencer plugs, no media amplification. Just credible, consistent, high-ranking content, built to earn attention.

Key Results

In less than 12 months, bigbasket’s YouTube presence was completely transformed—organically. Subscriber count grew from 19,000 to over 375,000. The channel generated over 206 million organic views. 750+ videos were produced, featuring 50+ creators across multiple categories. bigbasket ranked in the top 5–7 results for nearly every keyword it targeted—without spending a single rupee on paid promotion. The channel was awarded the YouTube Silver Play Button for performance. Most importantly, YouTube evolved into bigbasket’s largest discovery and engagement engine—converting everyday questions into meaningful brand touchpoints. bigbasket is now India’s most discoverable essentials brand on YouTube.
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