Movie magic at Shoppers Stop

Cashing in on India’s love for the movies, especially Hindi cinema, Shoppers Stop, the largest lifestyle

retailer has launched a casual wear line based on the upcoming movie, Chance Pe Dance. It will be part of the retail chains in-house brand Life’s collection. This is not the first time that Shoppers Stop has taken up movie merchandising. A similar marketing exercise was tried with blockbusters Om Shanti Om and Love Aaj Kal. “This strategy has helped us connect better with the masses. Movies help our merchandise reach a huge audience across the country and footfalls touch nearly 50,000 daily at our stores,” says Govind Shrikhande, President & CEO, Shoppers Stop. These collections are fast sellers and are created for a time frame of six to eight weeks then depending on the success of the movie and the merchandise, it’s extended further. “We are expecting business worth Rs 1.5 to Rs 2 crore from Chance Pe Dance merchandise,” Shrikhande adds. Earlier Shoppers Stop had made around Rs 5 to 6 six crore on Om Shanti Om.
Posters of youth icons Shahid Kapoor and Genelia D` Souza, wearing Life brand outfits in the movie, will be circulated. The line comprises of sporty T-shirts and cargos for men and halter tops, tubes, dungaree shorts, and the like for women. Priced around, Rs 499, its aimed at the young college-goer.