A renowned electronics brand, much of Shahs’s 75 years of history is tied to the city of Chennai. Serving several generations over the course of 7 decades had transformed Shahs into a landmark that is uniquely Chennai. But with the infiltration of online retail, it was becoming harder for the brand to retain the same significance in its customers’ lives. One MG’s team intercepted at this crucial juncture to give Shahs’s brand communication a much-needed makeover with special focus on its digital presence - not just to boost relevance but find memorable ways to connect with Chennaites.
What started with the question - 'how to stay relevant in the age of fleeting attention?’ quickly elevated into a quest to discover a personality that reflected Shahs. We decided that Shahs, while a legacy brand, was young at heart - quickly adapting to the needs of its evolving customers.
While retaining its legacy of decades of trust and customer delight, we added a new flavour to its design philosophy. Adopting the hashtag as a pivotal element, the new logo would represent Shahs's ability to evolve and stay updated with the ever-changing trends in the industry. Adding vibrancy, fun and trendiness to the mix, Shahs was reinvented - its makeover paraded across the city with outdoor advertising and in-store activations.
