Marks and Spencer is launching its first India-specific marketing campaign this week, despite the country being the second largest market for the brand.
The campaign’s aim is to translate M&S’s core values, while tying in local insights and messaging that will speak to the target audience locally. The ‘Rethink’ message is about convincing shoppers to be a bit bolder in choices for everyday fashion, including workwear, and is shot in a ‘street-style’ photography aesthetic.
Ira Dubinsky, head of international marketing at Marks & Spencer, spoke to The Drum about the reasoning for this angle and what is Read full story ›
Source: The Drum
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