When the first black and white print campaign of Shoppers Stop broke in 1993, it immediately attracted my attention. It was so different from the other retail ads which were then prevalent in the media. These ads looked less like retail store ads and more like designer wear ads.
What struck me about the campaign was:
• It was in black and white --- which until then was unthinkable for ads of retail stores.
• The merchandise was not shown in the ads.
• None of the ads showed the store.
• The ads relied primarily on the body copy to convey the advertising message rather than on the visuals of the merchandise.
• Significantly Shoppers Stop was being promoted as a product or brand rather than as a store.
