British retail brand Marks & Spencer (M&S) has launched its first campaign specifically for the India market, aiming to appeal to Indian consumers’ fashionable side.The ‘rethink’ campaign, by Grey London and Delhi, sticks to the Marks & Spencer aesthetic and messaging but has updated it to appeal specifically for Indians that are looking to revamp their look.According to M&S, this is a significant milestone for the business in India as it’s the first time it’s tailored a campaign to local insights.CreditsMarks & Spencer:Ira Dubinsky, Head of International Marketing, Marks & SpencerJenifer Morgan, International Assistant Brand and Marketing Manager, Marks & SpencerPankaj Kapoor, Marketing Head, Marks & Spencer IndiaPurvaa Kapadia, General Marketing Manager, Marks & Spencer IndiaAnkita Dwivedi, Brand Manager and Social Media, Marks & Spencer IndiaKhvati Malhotra, PR and Research ManagerGrey:Oksana Valentelis, Creative, Grey LondonIzzy Falcon, Account Director, Grey LondonEmilie Jenner, Account Manager, Grey LondonBikram Binda, VP & Strategic Planning Head, Grey DelhiPhotographer:Richard Truscott, LGA Management