Shoppers Stop, India’s leading fashion and beauty destination, in its latest campaign It’s our Time reaches out to its largest customer base of women. Through this campaign, the brand leads with thought leadership in the women’s category and addresses their future progress.
India ranks 120 among 131 countries in female labour force participation rates. The female employment rate in India has tumbled from 35% in 2005 to 26% in 2018. At 17% of GDP, the economic contribution of Indian women is less than half the global average. India could boost its growth by 1.5 percentage points to 9 percent per year if around 50% of women could join the work force. (Source: World Bank)
Shoppers Stop believes that women are an influential community as over the years, the company which earlier retailed only menswear expanded its categories which was driven largely driven or influenced by women. 28% of our overall workforce is represented by women and 37% of workforce is represented by mid-to-senior women employees across stores and head office.
“It’s Our Time” campaign echoes the stand of the new age empowered women. When women are encouraged, mentored and given the needs – their productivity is higher and are committed. It encourages women to look their best and celebrate their achievements. The campaign reflects on women who are getting dressed for the day and are narrating a popular anecdote they always encounter, ‘women take time’. It takes a tongue-in-cheek approach to this anecdote that the society holds for women.
Uma Talreja, Customer Care Associate, Chief Marketing & Customer Officer said,“The campaign is a bold but positive expression of women who want to be a part of progressive times, through their own progress. It touches upon real barriers that women have been trying to overcome in order to have equal representation. Women audiences are important not just for shopping, but their social influence is also extremely important, as is their contribution in building a more whole some workforce. At Shoppers Stop, almost half our revenues come from women’s categories, we are also the leading retailer for premium beauty. Women are important segment that we want to grow our relevance for through both product and marketing actions. This campaign is an important step towards that.”
Vineet Mahajan, Head of Art – India, Contract said, “That women take a lot of time to get dressed, put on makeup, and get ready is something we’ve all heard. We thought it’s time we said the unsaid. That the world actually took a lot of time in getting ready for women. #ItsOurTime takes on a stereotype and leaves with a much larger statement. One that needs to be said right now.”
Additionally, as a socially responsible brand, Shoppers Stop will donate ₹1 against every beauty category bill towards the cause of acid attack survivors to give them the courage to restart a new life.
Creative: Sagar Mahabaleshwarkar, Vineet Mahajan, Rahul Ghosh, Rakesh Ranjan, Anwesha Praharaj, Tanvi Jadhav
Planning: Rohit Srivastava, Rajesh Mehta, Mark Pakhuongte
Account Management: Ayan Chakraborty, Aparna Mandalparthy, Shruti Dube, Shraddha Shetty
Films Head: Benny Alexander
TVC Production House: Bombay Film Company | Director: Joyna Mukherjee | Photographer: Jatin Kampani | Dop: Sanket Shah| Executive Producer: Srushti Iyer |Producer: Shomik Basuray | Stylist: Kshitij Kankaria | Make-up & Hair: Akgun | Music: Adrija Gupta