Shoppers? Stop unveils new brand campaign

MUMBAI: Retail company Shoppers? Stop has unveiled its new brand campaign with a series of monochrome print and outdoor executions.

The company claims that the campaign takes the brand?s distinctive, signature black and white look to the next level. It also sports the brand?s new tag line Shopping. And Beyond. This is an evolution of the earlier tag line Feel the experience. While you shop.

The company adds that the move marks the beginning of an image makeover for the brand, without moving away from the core brand ethos. Shoppers? Stop now aims at redefining the shopping experience by injecting it with a dynamic fashion quotient. The new communication aims at driving home the fact that Shoppers? Stop is the ?one-stop? shop that constantly innovates to cater to the evolving needs of the present day consumer.



Shopper?s Stop MD and CEO B.S. Nagesh says, ?Shoppers? Stop as a brand has always been about experience. However, time has seen the entry of many other players who also offer experience. Be it a mall, a multiplex, a bookstore or a coffee caf?, even fine dining experiences. In such a scenario it is essential to constantly innovate and redefine ourselves so as to stay relevant to our constantly evolving customers.

?Shoppers? Stop was born in an era where retail in India was largely unorganized and hence the consumer looked for reliability, safety, comfort, range within a basic one stop shop format. Simply put, that was a time when people were still just 'buying' things they needed, as opposed to ?shopping?. The out of the home lifestyle experience was pioneered by Shoppers? Stop in India, heralding a shift from ?buying? to ?shopping?.

"At such a time the promise of a lazy, luxurious shopping experience was considered a value add. Today however consumer needs have evolved. People have time to spend. And they have money to spend. Increased exposure to international retail brands has also led to a stage where features like safety, range, one stop shop and ambience are now taken for granted.

"What our consumer now looks for is constant innovation be it in fashion or experience. He looks for an experience that is at par with what any international brand can offer?



Contract Advertising VP and creative head - Mumbai Raj Nair said, ?The foremost objective of the campaign was to make Shoppers? Stop a fashionable, highly desirable consideration in the eyes of today?s shopper. If you ask yourself the question, what is it you look for as a shopper? Are you just looking for a shirt? Or a dress? Or a bottle of perfume? Or a pair of shoes? Is it just an item you pick off the shelf? The insightful truth is, you buy into an attitude. Something that serves a larger purpose.

"For instance, a suit that helps you create an extremely favourable impression. Or a dress that gives you a sense of control. Hence the new tagline -Shopping. And beyond. And when you add the non shopping experiences such as a coffee shop, a book store, a play pen for kids, a hair salon, a First Citizens lounge, then the tagline assumes an even larger significance.

"We took this emotion and imbibed it with panache and an extremely fashionable core. Of course, the use of black and white serves to further highlight the high style quotient, the premium stand-out-ness and the leadership status of the brand.?

Shoppers? Stop launched the moods campaign in 2002 which aimed at capturing different needs of the customers for different occasions. Their campaign in 2003 positioned Shoppers? Stop as the one stop shop with a wide range and depth.

Latest Reads
Tech, consumer behaviour, marketing create successful campaigns: Logicserve’s Prasad Shejale

Winning 50 awards in 2018 has not dented Logicserve Digital’s urge to keep progressing. The Indian media agency arm of Logicserve Group feels it still has a long way to go. In an exclusive conversation with, Logicserve Digital co-founder and CEO Prasad Shejale outlined the...

MAM Media and Advertising Digital Agencies
McCann India appoints Ashish Chakravarty as creative head

McCann India has a top level change Ashish Chakravarty has returned to McCann Worldgroup as executive director and head of creative, India. He will report to McCann Asia Pacific chairman, McCann Worldgroup India CEO and CCO Prasoon Joshi.

MAM Media and Advertising People
Racold launches #ShowerDecision campaign

Water heating solutions provider Racold has launched a new integrated marketing campaign called #ShowerDecision.

MAM Media and Advertising Ad Campaigns
Supari Studios produces new campaign for Clinique ‘We Hear You’

Digital content studio, Supari Studios, produced the latest campaign for Clinique’s Even Better range of products and is directed by Sameer Ghauri.

MAM Media and Advertising Ad Campaigns
Brand Factory launches 3rd free shopping weekend campaign

Brand Factory by Future Lifestyle Fashions has announced free shopping weekend (FSW) with a tongue in cheek humour

MAM Media and Advertising Ad Campaigns
KFC launches ‘Super Saver’ range

KFC India recently launched its all-new Super Saver range – a combo of KFC delicacies starting at Rs 99 with a new TVC conceptualised.

MAM Media and Advertising Ad Campaigns
Asian consumers want brands to align with relatable social causes: Kantar

As per a report titled ‘Purpose in Asia’ from Kantar, consumers in Asia want brands to align with issues that matter to them.

MAM Marketing Brands
Dentsu Impact, We Are Water Foundation promote #CloseOpenDefecation

To mark World Toilet Day, Dentsu Impact, the creative agency from Dentsu Aegis Network, joined hands with We Are Water Foundation, CSR wing of Roca Bathroom Products Pvt Ltd and launched a social experiment ‘#CloseOpenDefecation’ at Sector 29—Gurugram, Haryana.

MAM Media and Advertising Ad Campaigns
Pet Tales with MediaCom senior business director Ketan R Karnik

Pets are a gateway to escape from everyday's stressful life. There is nothing more satisfying and relaxing than coming home to your 'buddy' and spending some quality time with our little furry friends. Executives that have a stressful and strenuous job love to spend some quality time with their...

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories