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Shoppers Stop launches ‘Sale Superheroes’ campaign

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Shoppers Stop launches ‘Sale Superheroes’ campaign

India’s leading fashion retailer, Shoppers Stop has introduced the ‘Sale Superheroes’ campaign, a unique narrative to promote their End of season sale (EOSS) which began on June 23, 2018. The new campaign will celebrate their shoppers and not the discounts/ deals the brand will offer in-store. The campaign aims to encourage customers to leverage their talent and skills for finding good shopping deals and maximise their shopping experience during the end of season sale by the brand.

Indian shoppers have evolved as discerning consumers and have reshaped the dynamics of shopping. India’s retail market is expected to increase by 60 per cent to reach US$ 1.1 trillion by 2020 and the size of modern retail in India expected to reach US$ 111.25 billion in 2019 from US$ 70.45 billion in 2016 (Source: IBEF). Research shows that there are different types of shoppers - like easily identifiable, the categories primarily range from price shoppers, luxury shoppers, impulse buyers, to practical and economic shoppers. Indian shoppers do not only demand products, but experiences when they engage with the brand online and offline. Thus, it is imperative for brands to give customers the opportunity to connect and interact instantly every time they shop, which helps in building a consistent experience.

The “SALE Superheroes” is a unique communication campaign rolled out by Shoppers Stop to celebrate shopping experience while each customer gears up to unleash their powers or skills to maximise one’s shopping! As a society, we place a lot of importance on finding value in every deal and transactions. With the barrage of ongoing sales on a regular basis, discounts and offers are not enough to attract the current consumer. Further, brand communication during sales has been limited to offers and discount with percentages outshouting the other. Brands today have realized that innovative ways are a must to build consumer connect. Shoppers Stop, through this campaign salutes these shoppers while acknowledging them as their “SALE Superheroes”, because they are the ones who wade through this sea of numbers and percentages as they come to shop with the brand and know the importance of a good deal.

The digital film for the “SALE Superheroes” campaign has been directed by Vishesh Verma, produced by Anomaly Production Pvt. Ltd. and conceptualized by Contract Advertising. Further, the ad creatives have been created by Contract Advertising. The campaign theme features different types of consumers who have the superpower instinct to spot the perfect deals. It places importance on smart buyers who can use their skill to find the perfect shopping deals, identify the right destination to find latest fashion during sale and gain maximum benefit out of sales by brands.

The first-of-its kind campaign, “SALE Superheroes” has been rolled out on June 23, 2018 across multimedia platforms with print, radio, outdoor and a digital film across key markets in India. 

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