TV campaigns, print ads, billboards, direct mail, you name the media vehicle, and you’ll find that Shopper’s Stop had latched on to it
to promote their recent change in brand identity. What’s more? The retail giant has spent an unbelievable Rs.200 million on just the logo change of Shopper’s Stop. So even the poly-bags that you carry with the goodies from Shopper’s Stop sport the new logo. The in-the face campaign has left many wondering what was the need to use such extravagant steps and that too for just a logo change. Well, what most of us don’t know is that the logo change is just a miniscule first step to the massive restructuring exercise that the retail group is planning. Surely in the months to come the Rs.10 billion Shopper’s Stop will ramp up its act and announce more promotional activities and ad campaigns.
Shopper’s Stop started way back in 1991. However, lack of funds, which forced the company to adopt a black & white (B&W) logo, in fact did wonders to the retailers’ brand image. States Raj Nair, VP & ECD, Contract Advertising, “By using the B&W imagery we were in step with trends being employed in fashion advertising the world over. B&W imagery lends a high fashion quotient, sophisticated, cutting edge international imagery. The B&W execution has further helped the work stand out and embellished the cause.” The B&W logo was accepted well with the consumers and catapulted Shopper’s Stop to the league of a niche player in the Indian retail sector. Plus the company’s presence in the metros added oodles of class to the brand. “In a business specially like ours, which deals with fashion & lifestyle, it becomes necessary that the ads convey how we (Shopper’s Stop) can make a customer look more elegant. At the same time its necessary to make people understand the stylish side of life,” explains Govind Shrikhande, CCA & CEO, Shopper’s Stop.
to promote their recent change in brand identity. What’s more? The retail giant has spent an unbelievable Rs.200 million on just the logo change of Shopper’s Stop. So even the poly-bags that you carry with the goodies from Shopper’s Stop sport the new logo. The in-the face campaign has left many wondering what was the need to use such extravagant steps and that too for just a logo change. Well, what most of us don’t know is that the logo change is just a miniscule first step to the massive restructuring exercise that the retail group is planning. Surely in the months to come the Rs.10 billion Shopper’s Stop will ramp up its act and announce more promotional activities and ad campaigns.Shopper’s Stop started way back in 1991. However, lack of funds, which forced the company to adopt a black & white (B&W) logo, in fact did wonders to the retailers’ brand image. States Raj Nair, VP & ECD, Contract Advertising, “By using the B&W imagery we were in step with trends being employed in fashion advertising the world over. B&W imagery lends a high fashion quotient, sophisticated, cutting edge international imagery. The B&W execution has further helped the work stand out and embellished the cause.” The B&W logo was accepted well with the consumers and catapulted Shopper’s Stop to the league of a niche player in the Indian retail sector. Plus the company’s presence in the metros added oodles of class to the brand. “In a business specially like ours, which deals with fashion & lifestyle, it becomes necessary that the ads convey how we (Shopper’s Stop) can make a customer look more elegant. At the same time its necessary to make people understand the stylish side of life,” explains Govind Shrikhande, CCA & CEO, Shopper’s Stop.
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