MAM
Report on Hindi News Viewership

Shoppers Stop breaks stereotypical beauty standards with #StopTheBias

The influencers and role models break through this clutter and stand out for who they really are.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/11/05/shoppers_stop.jpg?itok=3_ZOrxcE

MUMBAI: It is not easy to define beauty for anyone as each person has its own definition. Beauty does not depend on the colour of the skin, physical abilities, or height or weight, but is a function of one’s inner radiance.

However, if we look around, the idea of beauty in the larger sense, across society, is subjected to rules and regulations. A large part of society defines beauty is defined in a certain manner and urges others to follow specific norms. The idea of beauty varies from culture to culture.

Several brands across the categories have found solace in this idea and tried to make a difference by sharing researches, creating campaigns and awareness in society.

In the latest attempt, Shoppers Stop is trying to break this stereotype and use makeup as a form of expression and creativity. Through the videos, the influencers and role models breakthrough this clutter and stand out for who they are with beautiful representations from different walks of life.

Shoppers Stop, India’s beauty and fashion destination enthralled their audience with a series of videos attempting at breaking stereotypical beauty standards and perceptions.

Video from #StopTheBias series titled Being Me Is Delightful shows, stand-up comic and advocate of body positivity, Supriya Joshi talks about the world’s perception of beauty and its unrealistic expectations. In her video, she projects the boldest eye shadows and the most flawless makeup telling people that she is not interested in hiding behind the shadows, she is right here in the limelight. Joshi further goes on to say that she is most comfortable in her own skin and it does not matter what naysayers have to say about that.

Joshi says, “Growing up, I was an introvert with social anxiety. It took a lot for me to accept myself as who I am. Self-love is the most important thing which is why #StopTheBias was perfect for me. I have learned to love myself and grow into a more confident human being.”

Another video from #StopTheBias series titled Right To Look Fabulous features influencer and acid attack survivor, Anmol Rodriguez. The video showcases her as the strong independent woman she has become. How she chose to be a survivor, not a victim and not let the world tell her what she can or cannot do. She used her battle scars as her strength and became a positive social media influencer with her confidence and style.

Anmol Rodriguez says, “When life throws you down, all that you can do is pick up the pieces and keep fighting. I have been fighting for most of my life. It took a lot of failure, despair, and self-esteem boosting for me to be where I am today. In Shoppers Stop’s #StopTheBias video, I am who I am. I am not afraid of showing myself to the world because I know that I am one of a kind.”

Shoppers Stop chief marketing and customer officer Uma Talreja says, “The beauty industry has seen a shift during the pandemic. Lipsticks have dominated the segment but with the wearing of masks, the focus has shifted. Indian culture has been deep-rooted in the use of eye makeup and eye art, and there is plenty of cultural contexts that have been amplified in Bollywood and many other occasions. During the pandemic, we believe that eye makeup can open the doors to artistry and creativity in makeup and give women a feel-good factor while they wear a mask.”

Earlier, Shoppers Stop has launched similar kinds of women-centric campaigns. In 2019, the brand released a campaign on National Lipstick Day, focusing on the role of women and their place in the world as a mother. The campaign took a unique approach to celebrate Lipstick Day and beauty by breaking stereotypes around makeup and touches an emotional chord around beauty through the eyes of everyday interactions and relationships. It sent out a strong message.

1702 Digital associate creative director Pranay Bhan mentions that all three ads of Shoppers Stop have a powerful insight backing them up, so #StopTheBias does strike the right chord with the digital-savvy audiences. “Leveraging the topics of acid attack survivor glorification, embracing body positivity, and gender-neutral love for makeup and styling are all great talking points. However, the varying production quality for each film does raise the question of why each influencer or theme leveraged should not be given equal validation,” adds Bhan.

He further mentions, “When it comes to beauty standards in a country like India, breaking stereotypes is a tall order, and the current approach brings their existence to light. To break stereotypes, a brand must normalise what the masses would consider outrageous. The campaign’s positive messaging should work as a stepping stone towards a more consistent release of content that puts such influencers side by side with the typical choice of models. Just adopting the unexpected choice of the cast too may not be enough, and Shoppers Stop must continue with their efforts to form a more inclusive and progressive image in the market. If they stick to being an inclusive brand with hoardings and other retail assets also following suit in appropriate sales regions, the brand’s perception should change for the better with time.”

A couple of years ago, Make Love Not Scars, an NGO released a campaign in association with an agency that used models who had acid attack burns. They went on to share beauty tips with the people. The campaign was a huge hit because it focused on the inner beauty, strength and courage of the acid attack survivors.

Monk Media Network creative director Adrine D'mello says, “I have actually seen stuff from the #StopTheBias series by Shoppers Stop before in their lockdown shoot films. This one to hits the mark with breaking stereotypes about beauty. While being a film for the eye stopper property, they have not strayed away from their key communication which is good. You hear all the chatter about ‘Millennial behaviour’ and one of it taking a stand for something you believe in, these films bring out the inclusive side of the brand which in turn will pull the audience towards them.”

Infectious business head digital Upasana Naithani shares that there have been other fashion brands who have made such statements in the past and have reaped benefits. “#StopTheBias is a bold and very timely attempt by Shoppers Stop to join the diversity bandwagon. The brand is seen as inclusive and progressive and hence wins audiences across the diversity spectrum. Audiences today are not very forgiving of the brands who choose to remain silent or not make their stand clear. This campaign is in the same league as Levi’s I Shape my World taking the brand many notches higher in recall and sensitivity index,” shares Naithani. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/myglam.jpg?itok=OGpjoyxi
MyGlamm steps aboard as make-up partner of ‘Bigg Boss season 16’

MyGlamm announced that it is joining hands with Bigg Boss as its official make-up partner. The reality show is set to return for a thrilling season 16 on Colors with the theme "Game badlega, kyunki Bigg Boss ab khud khelega."

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/melorra_1.jpg?itok=8GFJUlTV
Melorra launches its festive campaign '#HarGharMelorra'

Mumbai: Melorra has launched its new ad campaign "#HarGharMelorra" to mark the beginning of festivities this season. It has already established itself as one of India’s finest every-day jewellery brands with a presence in over 26,000+ pin codes across India, the U.A.E., the U.S.A., the U.K., and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/virat_0.jpg?itok=T2vUnbus
Avas Living onboards Virat Kohli as a brand ambassador

Mumbai: Avas Living has roped in the former captain of the Indian cricket team, Virat Kohli, as their brand ambassador and has also added him to their client roster. The brand has rolled out a digital campaign on Instagram featuring the Indian cricketer. Virat chose Avas Living as his preferred...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/pulse.jpg?itok=uBdi94Ze
DS Group launches ‘Pulse Ka Pandal’ campaign on Dussehra

Mumbai: DS Group’s popular candy brand Pass Pass Pulse has launched an exciting campaign "Pulse Ka Pandal" to bring festivities from across the country on the digital platform this Navratri. The festive revellers can enjoy the Ram Leela in the North, the famous Dandiya in the West, and Durga Pujo...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/10/01/anushka_iyer.jpg?itok=A1wdvOlO
Weekend Unwind with: Wiggles founder & CEO Anushka Iyer

Mumbai: In this week’s edition of informal Q&As with industry executives through our Weekend Unwind series, we have Wiggles founder and CEO Anushka Iyer opening her heart and mind to us by sharing her nuggets on life and mantras to deal with the curveballs that life throws.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/30/aditi-school-girl.jpg?itok=sAh-2Y29
Industry asks: Is #StopTheBeautyTest a sign of regression and hypocrisy?

As the writer of this story, I don’t know if the recent “#StopTheBeautyTest” campaign by Dove is just blown out of proportion or it isn't. Dove, HUL’s soap brand, has been in India since the 1990s and one of HUL’s other products, Glow & Lovely (previously Fair & Glow) – a skin-lightening...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/30/7.jpg?itok=5JUPQmHu
ixigo rolls out new campaign with Jackie Shroff & Suniel Shetty

ixigo has roped in Bollywood celebrities Jackie Shroff and Suniel Shetty as the new faces of the brand for their campaign "#NikalLo." The campaign has been designed to create buzz and increase brand awareness ahead of the festive season and will be launched across television and digital platforms.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/asci-1.jpg?itok=R-0fmTdy
Asci names N. S. Rajan as new chairman

August One Partners director N. S. Rajan was unanimously elected as chairman of the board of governors of the Advertising Standards Council of India (Asci) on Thursday. The decision was taken at the board meeting following the 36th annual general meeting of the industry’s self-regulator.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/renault.jpg?itok=wrASmua6
Renault, Lemma & Yahoo launch a programmatic DOOH campaign

Lemma, a leading programmatic digital out of home platform, recently enabled the Renault Kiger campaign at airports with Yahoo as the demand side platform.

MAM Media and Advertising Ad Campaigns