Marks & Spencer takes ‘rethink’ campaign to India to inspire fashion-forward shoppers

British retail brand Marks & Spencer (M&S) has launched its first campaign specifically for the India market, aiming to appeal to Indian consumers’ fashionable side.

The ‘rethink’ campaign, by Grey London and Delhi, sticks to the Marks & Spencer aesthetic and messaging but has updated it to appeal specifically for Indians that are looking to revamp their look.

According to M&S, this is a significant milestone for the business in India as it’s the first time it’s tailored a campaign to local insights

Ira Dubinsky, head of international marketing at Marks & Spencer, said: “We’re really excited to launch the ‘Rethink’ campaign in India, it’s the next evolution for Marks & Spencer in India as we look to deepen our connection to the local consumer. The work is totally relevant for the Indian consumer and positions M&S as an incredible destination for style and a trusted partner where they can come for guidance and advice time and again. Developing the campaign has been a true partnership between our UK and Indian teams, both agency and in-house.”

The campaign is a series of ads, aimed to mimic the ‘street style’ of fashion photography, which encourage people to be more daring with fashion choices or to ‘rethink’ them.

Bikram Bindra, vice president and strategic planning head, Delhi, Grey group, said: "For Marks & Spencer in India, this campaign is an important step since it positions it not just as a trend-setter, but also a brand that challenges perceptions and asks you to explore new sides of your personality.”

India is the second biggest market for M&S outside the UK, it says. The business has been in India since 2001 and now has 71 stores in the country.

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