Wanna start something new? And stupid too?

Shoppers’ Stop is my favourite store. I simply love the experience. They don’t hard sell, don’t bother and leave you to enjoy the experience of shopping. Their mantra of ‘Experience while you shop’ was bang on! But when they changed their logo, something happened! They came up with a bizarre tag line of ‘Start something new’. Why? What was the relevance? I am still trying to figure out. How does starting something new help a brand in garment and lifestyle retail? Not sure at all.

And then I saw a hoarding of my favourite store at Juhu Circle one day. It showed a sexy girl with ultra short skirts with the headline ‘Wear short skirts. Hitch hike. Conserve Fuel. Start Something New’ It left me stunned for sometime. What was that all about? They were actually literally saying that you can lure, intice and create a lust in drivers with your well waxed legs to give you a lift? And that too to save energy and contribute to the cause of global warming!

This is not some perfume brand where I would expect this kind of sexist communication. This is my favourite store we are talking about. What is the all oomph about? And would women get sexcited by this thought of getting a lift by seducing someone? Completely ridiculous! One takes years to build a brand and how easily it can all go down the drain. Wake up Shoppers Stop! It’s indeed time to start something new.