MUMBAI: British retailer Marks & Spencer has announced the launch of its new brand proposition in India: ‘Life. Spend it Well’.

More than just a tagline, ‘Life. Spend it Well’ is an attitude – designed to inspire and enable people to make every moment special by focusing on the quality experiences, people and things that really matter. The new advertising campaign will sit across all digital channels, in-store and all Marks & Spencer marketing communications in India moving forward.

‘Life. Spend it Well’ is based on the insight that, people increasingly seek out what is important: the quality experiences, people and things that make life special. Marks & Spencer exists to help its customers make the most out of every moment and every minute. ‘Life. Spend it Well’ is about grabbing life, wearing your best coat, and, yes, never settling for uncomfortable knickers.

The bold advert takes customers on a journey from cradle to graceful (or not-so-graceful) empowerment, reminding every woman and every generation that life is short, so spend it well. A series of uplifting vignettes featuring women of all ages celebrate the power of everyday choices. These choices range from the practical to the emotional, with viewers urged to say no to regrets and no to comparing yourself to others.

The launch of this campaign introduces an inspirational tone of voice for the brand, and focuses on attitude and empowerment. It represents a commitment to putting the consumer at the heart of everything it does – positioning Marks & Spencer as enabler of a life well-lived – and includes a significant focus on customer experience.

The new advertising campaign is the first from Valenstein & Fatt (the creative agency formerly known as Grey London). The advert was directed by François Rousselet through Riff Raff Films, and, fittingly, set against a new arrangement of David Bowie’s classic Rebel Rebel.

Patrick Bousquet-Chavanne, Marks & Spencer’s Executive Director of Customer, Marketing & M&S.com said: “Our ‘Life. Spend it Well’ campaign in India is a radical departure from where we’ve been previously. It speaks to deep truths about our customers and celebrates their lives in a way which is new and innovative for the brand. To remain relevant and attract new customers, we need to get people thinking differently about Marks & Spencer and recapture our position as a pioneer in culture.

“That’s why the energy, swagger and spirit of ‘Life. Spend it Well’ is so important - it’s about empowering our customers to say no to the ordinary, so you can say yes to the best. We’re committed to helping our customers spend their lives well by understanding what clothing fits and flatters today’s modern woman, and by ensuring this philosophy is applied across the entire customer experience.”

The new advert is part of an integrated campaign in India including social media, digital, press, outdoor, in-mall and in-store activation.