he 14-year-old K Raheja Group-owned Shoppers' Stop, one of the pioneers in setting up large format department stores chain in India, has unleashed an all-new brand campaign. It has a new baseline that reads: Shopping. And Beyond. This is a shift from its earlier baseline which read 'Feel the Experience. While you Shop.'
Though the retailer has decided to stick with black and white ads, like earlier, the new campaign seems younger and is loaded with spunk and attitude. "We are reinforcing Shoppers' Stop's image of being the fashion leader. Black and white advertising has been quite successfully used, nationally and internationally by premium fashion brands. It gives us a high-end fashion quotient and gives us a distinct edge over our competitors and is quite clutter-breaking," says Sheetal Choksi, general manager, marketing & communications, Shoppers' Stop.
Raj Nair, vice president, creative (Mumbai) of Contract which handles the creative says, "Today's customer is looking for something more than just a product. The single minded objective of this campaign is to make Shoppers' Stop a highly fashionable and desirable option in the eyes of the customers."... more