Brief Explanation

The Bombay Store advertisements have always spelt class. Thus to outdo the previous campaign itself was a major challenge. Besides, the new campaign had to reposition the Store and ‘showcase’ it as a whole new world waiting to be discovered. The key objective was to project The Bombay Store as this huge, huge place bursting with artistic creations. It had to give a ‘sneak preview’ of a whole variety of stuff in the Store without looking cluttered.

The Brief

The Bombay Store is a brand that’s popular among people with a highly refined sense of taste, offering ethnic/indo-western clothes, jewellery, exquisite handicrafts, home accessories and exclusive stationery. In keeping with the brand’s growing equity, the client wanted to project the image of the store to an altogether higher level with a re-positioning exercise that included working out everything from stationery to an outdoor and print ad campaign. Overall, the client wanted a brand new look which projected the store as not just a contemporary store, but a whole new world waiting to be discovered.

How the final design was conceived

Umpteen visits to the ‘store’ convinced the agency that the campaign had to project the same ‘experience’, the ‘discovery trip’ that a customer would feel when he or she steps into the store for the first time. Quite like a ‘window’ that opens into a world of surprises. The print/poster campaign that resulted uses a unique visual approach with 'snobbish' headlines that reflect the personality of the store. Since the store is all about variety and aesthetics, each ad/poster employs a “Clip Art” collage style that captures the spirit of the Store.

Indication of how successful the outcome was in the market

The campaign had an overwhelming response and it was successfully extended to gift wrappers, shopping bags and various merchandising items. The posters were such a rage that when they were displayed, customers came forward to buy them even though they were not for sale. However, the demand increased to such an extent that eventually extra prints had to be ordered and the whole lot was sold out.