Shoppers Stop partners with GOONJ NGO to promote sustainable fashion
For most, New Year is celebrated on January 1 however India’s diversity is unique. A great way to experience this diversity is during festivals. The start of the Hindu calendar typically falls towards end of March or early April and is celebrated in different ways across cultures through Gudi Padwa, Poila Boisakh, Ugadi, Vishu, Bihu, Chetti Chand and Puthandu.
Shoppers Stop, India’s leading fashion and beauty retailer saw an opportunity to narrate this festive story through its latest campaign #ShareMyNewYear across the country. The campaign brings together the diverse cross cultural experience and New Year occasion to celebrate the ethnicity and fashion across different part of India. Leveraging its brand presence spread across the country, Shoppers Stop’s celebrates the ethnic wear range through narrative showcasing its on-trend fashionable product offerings for the festive season. The campaign also encourages the customers to exchange New Year greetings, experiences and share cross-cultural rituals among each other.
Coinciding with the New Year campaign thought, Shoppers Stop has partnered with GOONJ NGO to promote sustainable fashion by reusing, recycling and upcycling of old garments collected through its new CSR initiative launched with this campaign. As part of the initiative, customers are invited to participate in the cause by giving away their old clothes as they are buying new clothes to celebrate the festivities. To further encourage its First Citizen customers, the brand will reward them with loyalty points for their contribution which can be redeemed on select brands during their next purchase.
The old clothes/ textiles collected at Shoppers Stop stores will be sorted into three categories:
- Re-wear — good condition wearable material will be added to family kits made by GOONJ (clothing for entire family)
- Re-use — cotton material old clothes will be used for making reusable cloth sanitary pads for women
- Re-cycle — non-usable clothes will be shredded and woven into quilts, mats and multi-purpose reusable cloth bags
Commenting on ‘‘#ShareMyNewYear’’ campaign, Ms. Uma Talreja, Customer Care Associate, Chief of Marketing & Customer Officer, Shoppers Stop Ltd. said, “ Shoppers Stop has 83 stores across 38 cities. Over the years, we have seen different regions get a festive boost during this .What is interesting is that even stores that don’t belong to a specific region that is celebrating at this time also experience a festive effect. As people move across cities, regional boundaries blur with different communities celebrating the festival of their residence beyond the festival of their origins. That is the beautiful insight that we used for this campaign, where we share and celebrate New Year in our unique way that is only possible in our country.”
The TVC for the campaign has been conceptualized by Shoppers Stop’s advertising agency Contract. It highlights the wide variety of ethnic wear available at Shoppers Stop. The campaign captures the essence of these festivals that signify the advent of New Year across many parts of the country.
Vineet Mahajan, Head of Art, Contract said, “#ShareMyNewYear was born out of a wonderful revelation. In the month of April, practically everyone celebrates a new year. Yet the concept of New Year celebrations is associated primarily with January 1st. So, we wanted to celebrate our ethnic wear range through a campaign that encourages exchanging New Year greetings across the different ethnicities of the nation.”
The ‘‘#ShareMyNewYear’’ campaign has a 360 degree approach across TV, print, digital, in-store and outdoor media until 15th April 2019. Click here to watch the ‘‘#SharemyNewYear’’ film.
Shoppers Stop offers over 400+ premium brands with a wide variety of product assortment spread across categories - apparels, beauty range, footwear, watches, sunglasses, accessories, handbags, luggage and home décor. Customers can avail exciting offers** in-store and online across these categories. Additionally, exclusive offer for First Citizens
*Give your old garment/s and earn reward points on select brands
– Shop for Rs. 5,000/- and get discount vouchers worth Rs. 2,500/-
– First Citizen Exclusive offer - Get American Tourister cabin luggage worth Rs. 8,500/- at Rs. 2,499/- on shopping worth Rs. 10,000/-
Creative Team: Vineet Mahajan, Rahul Ghosh, Rakesh Ranjan, Anwesha Praharaj, Tanvi Jadhav
Planning Team: Rohit Srivastava, Mark Pakhuongte
Agency Servicing credits: Ayan Chakraborty, Aparna Mandalparthy, Shruti Dube, Shraddha Shetty
TVC Production House: GoodFellas Productions | Director: Anish Dedhia | Photographer: Jatin Kampani |
Dop: Harshveer Oberoi | Executive producer: Ridhesh Sejpal | Producer: Naisha Joshi, Somnath Bagh |
Stylist: Kshitij Kankaria | Make-up & Hair: Akgun | Music: Gaurav Godkhindi