Contract Advertising’s #CoolMoms digital campaign for Shoppers Stop explores the changing narrative of mothers - MARKETING Magazine Asia


Contract Advertising’s #CoolMoms digital campaign for Shoppers Stop explores the changing narrative of mothers

On the occasion of Mother’s Day, Shoppers Stop, India’s leading premier fashion and beauty destination, has launched its digital campaign #CoolMoms. The campaign conceptualised by Contract Advertising, a Wunderman Thompson Group company and member of the WPP network, focuses on millennial mothers and highlights how mothers inspire and encourage their children to be their true self.

It elaborates on the changing narrative of a mother, as she evolves from her traditional role to adopting liberal ways to connect better with today’s generation.

The series of 3 digital films are based on multiple real-life situations that pushes the envelope in a fun way without getting into statement-making. It encapsulates the beautiful side of a relationship between a child and a mother and pays tribute to a mother for also being a friend, mentor, and guide.

Whether it is accepting her child’s tattoo or joining her son in playing late night video games, it leaves the child surprised with mother’s friendly, light-hearted, and cheerful side.

Speaking on the campaign, Shwetal Basu, Customer Care Associate and Chief of Marketing and Communication, Shoppers Stop says, “The unconditional love by mothers is irreplaceable and invaluable. While the core theme of the day resonates with love and affection, this year we wanted to take the campaign a notch higher. The campaign draws inspiration from real life stories of moms, who are embracing their kids with an open mind and trying their best to connect with the new generation.

Motivated by real life situations, the Cool Moms campaign, brings out the progressive relationship between a mother and child that has evolved with time. While mothers have been the epitome of compassion and care since time immemorial; today’s generation mothers are setting new benchmarks. They are empathetic, evolved, witty, and easy-going! All these are well-captured in the films conceptualized to showcase Cool Mom campaign.”

Rahul Ghosh, SVP & ECD at Contract Advertising said, “Shoppers Stop is a brand that has always been about contemporary conversations and relationships. And to celebrate Mother’s Day, we decided to put the spotlight on this cool, refreshed avatar of motherhood.”

Ayan Chakraborty, EVP & GM, Contract Advertising said, “Mothers are normally stereotyped as strict and tough. This campaign breaks that myth and shows the cool side of the mother and the modern-day relationship between a mother and her children”

This Mother’s Day, say cheers to your cool mom with a perfect gift across multiple categories at Shoppers Stop such as watches, fragrances, bags, beauty, apparel and more! Shop from the coolest gifting range at the nearest store or from www.shoppersstop.com.

Client:
Shwetal Basu, Chief of Marketing & Communication Sahil Menghani, Brand Marketing Manager
Prateek Gupta, Digital Marketing Lead

Agency:
Ayan Chakraborty, EVP & GM
Rahul Ghosh, SVP & ECD
Debu Purkayastha, Amrita Chakraborty, Rajesh Shriyan, Shirish Madghe, Siddhi Waigankar, Tanmayee Dhavan, Shayoni Mitra, Nidhi Sinha, Vishal Ostwal


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