Rejuvenation in Retail - Electrifying Shahs’s Narrative
Outlining the Digital Roadmap
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 We Did For the Brand
- Rebranding
- Tone of Voice
- Identity Design
- Integrated Advertising Strategy
- Integrated Content Production:
- TV, Print, Radio, Outdoor, Digital
3 Times Stronger for Shahs
Over the course of two years, our takeaways evolved with Shahs. We managed to unlock better footfalls, leads, month-on-month conversions with integrated advertising strategies – including radio and outdoor advertising – and ushering social engagement by leveraging memes, contests and reels. For instance, throughout the IPL season, Shahs augmented conversations with a well-rounded strategy.
To raise the RoI a notch, we took charge of lead conversions across all social media platforms and campaigns through a dedicated voice support team – delivering a consistent communication experience for the leads.
The Leading Light of Shahs Diwali:
Diwali in Chennai commences one of the year’s biggest sale seasons – in the midst of all the noise, how do customers know where to find value? On further reflection, our digital marketing experts we discovered the best way to convey the seriousness of our deals was by taking a comic detour.
After ‘Cooku with Comali’, comic Pugazh reached cult status – commanding the adoration of a million fans across the country (and further). In collaboration with Pugazh, Shahs launched ‘Comedy Illa, Idhu Dhaan Real Deal’ – a campaign that capsized his comedic relatability to share an important message: that Shahs’s Diwali deals were the real deal. Pugazh’s message inundated everything from Instagram and Facebook timelines to a billion homes through TV screens and OTT platforms to generate
- Over 8 million impressions across digital channels
- 10x increase in-store footfalls
- 30% increase in average bill value
Sparking Joy & Youth with Shahs
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.
Pursuing Tradition, Purging the Traditional
Kickstarting our collaboration with a bang, Shahs launched ‘Experience vs Size’ – an exclusive campaign for LED & LCD TVs that fossilized a new, distinct voice for Shahs. While addressing immediate business needs, our digital marketing experts crafted a messaging that transcended the barrier of deals-centric communication garnering 25% YoY increase in sales across an ‘off season’ month.
With Shahlalala Fest, we conceptualised a dynamic campaign that spoke to a younger audience – exploring newer mediums to cascade the brand’s outreach across platforms like OTT and TikTok. Our strategy was reinvented to capture and entice a younger audience.
