Recently, the Indian retail store chain brand ‘Shoppers Stop’ underwent an image makeover. In marketing, one of the most difficult exercises is to convey a re-branding message. However, Shoppers Stop came up with an innovative way to spread the awareness.
An English daily in India comes out with a Sunday supplement, along with the regular newspaper. The supplement features the latest in lifestyle, shopping and better living – something that perfectly appeals to the target audience of Shoppers Stop. So what Shoppers Stop did was it inserted the magazine in a shopping bag carrying the new logo of Shoppers Stop.
The bag was quite a surprise for all readers. It gave the brand a very nice exposure and was also used as a mobile media for long term advertisement.