Catchy retro tune for Westside’s reinvention

13 Sep,2011

By A Correspondent

Chances are you’ve been humming the Shammi Kapoor-Asha Parekh foot-tapper Aaja aaja, main hoon pyaar tera and not realized quite why it’s stuck in your head.

You may have seen Ogilvy & Mathers new brand campaign for Westside, Endless Possibilities, starring an ever-changing, bubbly Giselli Monteiro, with the opening bars of the song in the background.

As the 50-second TVC demonstrates, endless possibilities is Westsides name for mix-and-match. An old concept given a fresh update with an interesting take on the same model meeting herself in different avatars as she progresses through the streets of picturesque Prague, where the TVC was shot.


Mr Suresh Kumar Nayak, Group Creative Director on the Account, comments,When each look is created to tell a story then imagine the endless possibilities of stories with all the different looks a Westside store has to offer.

The promise of newness permeates the commercial, highlighting how the same piece of clothing can be worn differently for a new take on one’s look. In a way, it’s a hearkening back to pre-globalised India where women got garments tailored with an eye to diverse uses, mix-and-match being the order of the day. Now one goes not to the tailor but to the department store.

Westside, of course, is much more than clothes from home furnishings and accessories to gourmet food, it’s got something for everyone. In a nutshell, Endless Possibilities sums it up.

Along with the range of merchandise, Westside’s new USP is the changed in-store look and feel and the international SIS (shop in shop) format.

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