Marks & Spencer and Grey launch “Rethink” campaign in India

Grey have created a unique first for Marks & Spencer India - a campaign specifically designed for market, keeping in mind an in-depth understanding of the brand and consumer in India.

While an increasingly more fashion forward audience in India prides itself at adopting new trends and styles, they do feel the need for a guide and a mentor who can provide not just the right inspiration, but also encourage one to go beyond their usual comfort zone.

The spring re-launch campaign invites customers to “Rethink” their wardrobes, with guidance and inspiration from Marks & Spencer. Style is about having the confidence to try something new, so whether you want to dip your toe in the water or leap in and take the plunge Marks & Spencer is here to give you the confidence to try something different.

The series of ads shot in street style settings challenge people to “Rethink” the latest trends and occasion wear, with double stripes, pink on pink, animal print for work, styled up joggers for the weekend, and will run across print, social, digital, out of home and in-store.

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.”

Bikram Bindra, VP 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.”

Marks & Spencer opened in India in 2001 and now 71 stores across the country, making it the retailer’s second biggest market outside the UK.