Submitted by Greenroom Now

BigBasket: Want Now. Get Now.

Greenroom built an always-on comedy creator programme for Big Basket to win Gen Z quick commerce shoppers, and the agency reports 120M+ video views.

40%conversions on performance ads
14M+engagements
60M+reach
120M+video views

Case in 60 seconds

Big Basket was regarded as the established name in online groceries rather than the app Gen Z reached for on impulse, while newer quick commerce entrants were setting the expectation that everything arrives instantly.

The campaign appears to turn on the reading that Gen Z treats a brand as something to enjoy before something to buy from, because Greenroom states that this audience vibes rather than simply buys and that making them laugh was the condition of entry.

Rather than arguing that grocery delivery deserved attention, Greenroom placed Big Basket inside the daily chaos of its audience by making speed itself the joke, carried by the line "Want Now. Get Now."

Greenroom engaged 25 or more comedy content creators, each interpreting the brand's last-minute life-saver positioning in their own voice, and rode meme culture, trending audio and platform-specific formats so the content read as native and shareable in place of hard sells.

Greenroom reports a 40% spike in conversions on performance ads, 120M+ video views, 14M+ engagements and 60M+ reach, and states that Big Basket held its ground in the quick commerce race.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Gen Z quick commerce shoppers, described by the page as 35% of quick commerce users and as making late-night snack runs and impulse buys
Quick commerce had made instant fulfilment the norm for a young audience, while Big Basket carried the standing of an established grocery service, so the brand risked reading as a parent's brand in a category defined by impatience.
Grocery delivery gives an audience little reason to care about the brand behind it, so Greenroom states that instead of arguing for the category it placed Big Basket inside the daily routine of its audience.
Big Basket was positioned as the last-minute life-saver, which is the phrase the page gives creators as their brief, so the brand entered content as the resolution of a small crisis rather than as the subject of it.
Based on the available evidence, the work assumes that humour precedes purchase for this audience, since Greenroom states that Gen Z buys into humour before it buys a product and built the casting and the brief around that order.

Creative & Execution System

Assets & channels

  • video

Partners

  • Greenroom Now (lead_agency)

Creator role

  • 25+ of the funniest content creators

Results & Evidence

MetricValueResult type
conversions on performance ads40% spike in conversions on performance adsperformance
engagements14M+ engagementsengagements
reach60M+ reachreach
video views120M+ video viewsvideo_views

Why Greenroom Now's strategy worked

  1. 1

    Influencer work appears capable of shifting how a brand is regarded rather than only adding reach, because Greenroom frames the result as Big Basket ceasing to read as an old-school grocery app rather than as a delivery of impressions.

  2. 2

    Casting for comic ability rather than for reach reads as the operative decision here, because Greenroom states that each of the 25 or more creators brought a distinct take on the same last-minute positioning instead of repeating one script.

  3. 3

    A category attribute can serve as the joke rather than the claim, which is what Greenroom describes when it says the work made speed funny instead of asserting speed, and the entertainment then carries the message that an advertisement would have had to state.

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