Shoppers Stop aims to bring the 'romance back to retail'

Watch the ad film conceptualised by Contract Advertising here

Jun 12, 2017 04:37:00 AM | Video | Campaign India Team Share - Share to Facebook

Shoppers Stop has rolled out a film that has been conceptualised by Contract Advertising. The film builds on the brand's ‘Start Something New' philosophy. 
It opens with two friends on an escalator in a Shoppers Stop store. The duo set their sights on the same dress placed on a rack. One of them steps back and lets the other pick it as a message which reads 'friends turn soulmates' appears. Next, a lady picks up a kurta for herself and shows it to her husband. The man signals that he finds it average and picks out a skirt for her. As the girl smiles, the message 'A husband meets his girlfriend' appears. A young girl and her father are shown next. As the girl is trying out formal clothes, her father seems to be proud. The message here is 'Daddy's little girl meets a woman'. A couple are then shown looking for clothes for an infant. The message here is 'A couple meets a father and mother'. The film ends with the message 'And in those isles you meet a whole new you'.
The background score in the film has been composed and sung by Prateek Kuhad. 
Govind Shrikhande, customer care associate and managing director, Shoppers Stop, said, “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 mind-set 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. 
He added, "Our new TVC is built on the insight that today’s consumers want to pack as many rich experiences into their lives as possible – They want to live 99 lives in one life. Our strategic approach is to appeal to this desire by creating a fresh conversation and designing engaging experiences in our aisles. Shopping, whether for loved ones or for oneself, is a social experience like no other. Our new TVC depicts how Shoppers Stop is the preferred choice for customers - across all age-groups - who seek new experiences, are embarking onnew personal or professional paths and want to discover as well as rediscover a whole new side to themselves. We pride ourselves on being an integral part of our customers’ journeys of personal transformation and helping them always to Start Something New.” 
Vineet Mahajan, head of art - India, Contract Advertising, said, “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!”
The film that went live on digital first, will first air on TV in Kolkata and Bengaluru informed a statement. 
Client: Shoppers Stop
Creative agency: Contract Advertising 
Creative team: Ashish Chakravarty, Rohit Srivastav, Vineet Mahajan, Kapil Mishra, Rahul Ghosh, Sambit Mishra, Srividya Sankaran, Ranjit Mhatre, Sagar Gunjal, Swami Anand Tirth, Carl Daji, Geet Nazir, Divya Sethi, Shuvadeep Nag,Sharvari Salvi, Maaz Memon, Abhishek Keni, Benny Alexander, Maruti Padelkar