MUMBAI: Grey have created a unique  first for Marks & Spencer India - a campaign specifically designed  for market, keeping  in mind  an in-depth understanding of the brand  and consumer  in India.

While an increasingly  more  fashion forward audience  in India prides itself at adopting new trends and styles, they do feel the need for a guide  and a mentor who can provide  not just the right inspiration, but also encourage one to go beyond  their usual comfort zone.

The spring  re-launch  campaign  invites  customers to “Rethink” their wardrobes, with guidance  and inspiration  from Marks & Spencer. Style is about having
the  confidence to  try  something new, so whether  you want to  dip your  toe  in the  water or leap in and take the  plunge  Marks & Spencer is here to  give you the  confidence to  try  something different.

The series of ads shot in street style  settings challenge  people  to “Rethink” the  latest trends  and occasion  wear, with double  stripes, pink on pink, animal print for work, styled up joggers  for the weekend, and will run across print, social, digital, out of home  and in-store.

Ira Dubinsky, Head of International Marketing at Marks & Spencer, said: “We’re really  excited to launch  the ‘Rethink’ campaign  in India, it’s the  next evolution for  Marks & Spencer in India as we look  to deepen  our connection to the local consumer. The work is totally relevant for the  Indian consumer  and positions M&S as an incredible  destination for style and a trusted partner where they can come  for guidance  and advice time and again. Developing
the  campaign  has been a true  partnership between  our UK and Indian teams,
both agency  and in-house.”

Bikram Bindra, VP and Strategic Planning Head- Delhi, Grey group, said: "For Marks & Spencer in India, this campaign  is an important step, since it positions it not just as a trend-setter, but also a brand  that challenges perceptions and asks you to explore  new sides of your  personality.”

Marks & Spencer opened  in India in 2001 and now 71 stores  across the country, making  it the retailer’s second  biggest market outside the UK.