When 'Rethink' Became More Than a
Fashion Statement.
Marks & Spencer · Isobar (Dentsu Network) · 2018–2019
My role: Group Head (Copy) — leading creative concept, copy direction, and campaign execution across
both seasonal campaigns.
The Campaign: M&S India wanted to reposition as a fashion-forward brand. We took the brief further.
Rethink started as a wardrobe idea — wear what you own differently, style yourself on your own terms. But the more we developed it, the more we realised the idea had legs beyond fashion. So we built a campaign where rethinking your outfit was just the entry point.
The real invitation was bigger: rethink your habits, your choices, your life. A guy who puts down his phone and goes outside. A couple who skip the fancy restaurant and return to their first date spot. A girl who swaps a plastic straw for a steel one. Small reconsiderations. Real ones.
Result: 77M+ impressions and 20M+ user engagements across both seasonal campaigns.
The Summer Campaign
The first season launched the Rethink platform — introducing the idea that style is a lens you can apply to everything. Light, warm, optimistic in tone. Built to travel across social feed, stories, and digital display.
The Autumn Campaign
The second season deepened the platform. The aesthetic shifted — moodier, more considered — but the invitation stayed the same. Look at what you have. See it differently. Live it better.
