Marks & Spencer launches first ever India-specific campaign

By

Isabelle Crossley

Published
Feb 13, 2019

Marks & Spencer has launched its first ever local advertising campaign for its Indian market to strengthen its relationship with the country’s shoppers. The campaign is an Indian version of its “rethink” fashion advert.

“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 brand’s head of international marketing, Ira Dubinsky, told The Drum. “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 advertising campaign was created by Grey London and Delhi and is inspired by “street-style” fashion photography. The series of video adverts encourage customers to “rethink” their style choices and be more daring. As India is Marks & Spencer’s second largest market after the UK since it entered the country in 2001, the country seems an apt choice for the brand’s first ever local campaign.

"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,” said Bikram Bindra, the Delhi vice president and strategic planning head for Grey.