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Tag: Vineet Mahajan

  • Shoppers Stop will donate 1 against every beauty category bill towards the cause of acid attack survivors to give them the courage to restart a new life

    Shoppers Stop celebrates women in new campaign

    By A Correspondent

     

    Leading retailer Shoppers Stop has in its latest campaign It’s our Time reached out to its largest customer base of women.

     

    Commenting on the campaign, Uma Talreja, Customer Care Associate, Chief Marketing & Customer Officer said: “The campaign is a bold but positive expression of women who want to be a part of progressive times, through their own progress. It touches upon real barriers that women have been trying to overcome in order to have equal representation. Women audiences are important not just for shopping, but their social influence is also extremely important, as is their contribution in building a more whole some workforce. At Shoppers Stop, almost half our revenues come from women’s categories, we are also the leading retailer for premium beauty. Women are important segment that we want to grow our relevance for through both product and marketing actions. This campaign is an important step towards that.”

     

    Added Vineet Mahajan, Head of Art – India, Contract: “That women take a lot of time to get dressed, put on makeup, and get ready is something we’ve all heard. We thought it’s time we said the unsaid. That the world actually took a lot of time in getting ready for women. #ItsOurTime takes on a stereotype and leaves with a much larger statement. One that needs to be said right now.”

     

    Additionally, as a socially responsible brand, Shoppers Stop will donate 1 against every beauty category bill towards the cause of acid attack survivors to give them the courage to restart a new life.

     

     

  • Customers can also recycle their old garments and earn reward points

    Shoppers Stop celebrates India’s diversity with #ShareMyNewYear campaign

    By A Correspondent

     

    Shoppers Stop is celebrating India’s diversity through its latest campaign. #ShareMyNewYear. The campaign encourages the customers to exchange New Year greetings, experiences and share cross-cultural rituals among each other.

     

    Said Uma Talreja, Customer Care Associate, Chief of Marketing & Customer Officer, Shoppers Stop: “Shoppers Stop has 83 stores across 38 cities. Over the years, we have seen different regions get a festive boost during this .What is interesting is that even stores that don’t belong to a specific region that is celebrating at this time also experience a festive effect. As people move across cities, regional boundaries blur with different communities celebrating the festival of their residence beyond the festival of their origins. That is the beautiful insight that we used for this campaign, where we share and celebrate New Year in our unique way that is only possible in our country.”

     

    The TVC for the campaign has been conceptualized by Contract. The campaign captures the essence of these festivals that signify the advent of New Year across many parts of the country.

     

    Added Vineet Mahajan, Head of Art, Contract: “#ShareMyNewYear was born out of a wonderful revelation. In the month of April, practically everyone celebrates a new year. Yet the concept of New Year celebrations is associated primarily with January 1st. So, we wanted to celebrate our ethnic wear range through a campaign that encourages exchanging New Year greetings across the different ethnicities of the nation.”

     

     

  • The collection consists of Bata Comfit, Naturalizer, Hush Puppies and Bata contemporary styles

    Bata promotes its 9 to 9 collection in latest film

    By A Correspondent

     

    The ads are all over television, so in a sense this is old news. That Bata has launched an ad campaign for its new 9 to 9 collection, which claims both style and comfort.

     

    Said Anand Narang, Vice President – Marketing, Bata India, on the launch of the new campaign:” “Bata’s new ‘9 to 9’ campaign is aimed at India’ss young, working women who don’t want to compromise on looking chic and stylish yet are practical enough to look at the comfort factor when they buy shoes. In our consumer research, we heard how non-stop comfort from morning to evening was important for them. Our new 9 to 9 collection consisting of Bata Comfit, Naturalizer, Hush Puppies and Bata contemporary styles offers non-stop comfort from 9 am to 9 pm. For all those early morning meetings to post-work dinner dates with friends, Bata’s new collection makes sure no woman has to compromise on style or comfort now.”

     

    Added Vineet Mahajan, Head of Art, Contract India: “When we started working on Bata, we created the platform of ‘Surprisingly Bata’. The idea was to communicate Bata’s range of stylish merchandise that people were unaware of. This time, Bata wanted to launch a range of comfortable shoes. Now ‘comfort’ is a quality that is already associated with Bata. So, the challenge was to communicate comfort as a benefit within the ‘Surprisingly Bata’ platform. Kriti Sanon, the face of Bata’s women range wanted to solve her friend’s problem and surprised her with the new 9 to 9 collection. The idea of the film was to let people discover the delight of wearing something that’s comfortable and surprisingly stylish too.”

     

     

  • The attempt isintroduce denims to the everyday workwear wardrobe

    Shoppers Stop launches ‘Denim to Work’ campaign

    By A Correspondent

     

    Shoppers Stop has introduced the ‘Denim to Work’ campaign, an initiative encouraging working professionals to include denims in their workwear wardrobes.

     

    Commenting on the campaign, Govind Shrikhande, Customer Care Associate & Managing Director, Shoppers Stop Ltd. Said: “With growing awareness and an increasing affinity towards denims across age groups, we believe there is a huge untapped market for denim segment in the apparel industry. Organised retail sector, young population, online penetration of denims, growing popularity of engineered/ distressed denim, varied fabric washes and changing classification of consumer’s wardrobe are some of the key growth drivers which will further fuel the growth of this segment. Shoppers Stop aims to tap into this market growth and leverage its large offering in the denim category through the ‘Denim to Work’ campaign which has been rolled out across multimedia platforms with print, radio, outdoor and a digital film.”

     

    The digital film for the ‘Denim to Work’ campaign has been produced and directed by JWT’s digital arm Mirum and the ad creatives have been created by Shoppers Stop’s ad agency Contract Advertising. Conceptualised by Mirum, the digital film aims to break down the rules laid by rigid corporate culture. It inspires young professionals to flaunt their own sense of style and exude confidence at the work place with denims as a part of their work wear wardrobe.

     

    Added Vineet Mahajan, Head of Art, Contract (India): “Walking into work wearing a pair of jeans is a common sight now. But denims have never been promoted as workwear. We thought this idea was quite disruptive and we hit the sweet spot of an idea by celebrating the designations of a new age workplace. Shoppers Stop has always broken new ground in fashion retail communication and this one was no different.”

     

    Said Sanjay Mehta, Joint CEO, Mirum: “For me, this denim-to-work campaign closes the loop in a certain kind of way. For the last six years, I’ve been wearing blue denims to work every single day and have been extremely comfortable in these. Over this period, I have also seen a shift in the way denims are perceived in the corporate world. People have accepted it as a part of the whole workforce culture. Also, I’m excited about the campaign as it gives people an opportunity to see denims in a definite kind of role and setting. I’m sure that more companies will accept denims as a part of their evolving office culture after seeing this campaign.”

     

     

  • The TVC will first air in Kolkata and Bangalore, followed by the rest of the markets soon

    Shoppers Stop echoes intent to bring romance back to retail

    By A Correspondent

     

    Leading fashion retailer Shoppers Stop released a new TV commercial that celebrates the joy of shopping and echoes the company’s strong intent to ‘Bring the romance back to retail’.

     

    Conceptualised by Contract Advertising and directed by Shirsha Guha Thakurta, the 60-seconder captures the joy that comes from shopping with one’s family, friends and loved ones and the strengthening of bonds that ensues. The TVC opens with two friends who enter a Shoppers Stop store and immediately set their sights on the very same dress. However, one of them steps back and lets the other friend pick the dress – thereby cementing their closeness.

     

    Said Govind Shrikhande, Customer Care Associate & Managing Director, Shoppers Stop: “We have been in the business of fashion and creating delightful shopping experiences for the last 25 years. However, the recent changing dynamics of retail has led the industry to shift focus to a transactional mindset that is mired in deep discounting. Our aim is to bring the romance back to retail and bring the focus back to the joy of the shopping experience.“

     

    Added Vineet Mahajan, Head of Art – India, Contract Advertising: “Shoppers Stop was the first modern shopping store that I have the earliest memory of. And we wanted this campaign to be about all that is great about this iconic brand. And in this era of on-the-go screen-based shopping, we wanted to remind everyone about what makes this experience so unique… the joy of shopping together!”