Myntra launches brand campaign to woo offline shoppers

By A Correspondent

Myntra announced the launch of a new brand campaign ‘Try Myntra. You’ll Love It’, targeted at fashion and lifestyle shoppers who are yet to board the online bandwagon. The campaign aims to address the inhibitions of around 20mn offline shoppers who transact for other services online but are faced with a resistance to purchase fashion online.

Specific barriers such as the need to touch and feel fashion products and perception of complicated exchange policy, among others, have been addressed craftily through a well scripted story board that conveys the message powerfully. Conceptualized by Shirsha Guha and produced by OINK Films, these two 35 second TVC’s have begun airing on all major national channels, digital platform and also radio & outdoor medium in select markets.

The campaign hinges on the belief that existing customers are allies who can convince the non-buyers by allowing them to unknowingly enjoy a hassle-free online shopping experience. Performing in the TVC are actors Abhay Deol & Ira Dubey, Prateik Babbar & Amol Parashar who through their roles get across the message of ‘Try Myntra. You’ll Love It’. The situations and script construct are crafted to mirror and dispel the fears and concerns faced by ‘non-buyers of online fashion’ and give Myntra a try. It also highlights the brand’s service propositions such as curated collection from over 2000 Indian & International brands, 100% authentic products and quick refunds for a remarkable online shopping experience

The above celebrities were specifically chosen for the role as their image complements that of Myntra’s as they are young, vibrant, with aspiration and readily relate to Myntra’s Target Group.

Speaking about the campaign, Myntra’s CMO & Head of International Brands, Gunjan Soni said, “Myntra as a brand has a clear vision to be the most vibrant, fashion forward and yet friendly & relatable brand that helps Indians look good. This campaign aims to influence India’s offline shoppers by addressing their inhibitions towards online fashion and show to them in a light hearted way how easy and fun shopping on Myntra is.  We are working hard everyday to ensure shopping on Myntra is the best ‘fashion shopping experience’ at every step – great brands, fantastic selection, timely delivery and early doorstep returns. We have used existing Myntra shoppers as our allies and voice in delivering this message. ”

Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “There are 80 million well-groomed, brand-conscious, internet-savvy people out there, who buy everything online, except fashion. Their minds tell them that a platform like Myntra will give them the range, quality, trends and looks that they seek. But their hearts don’t quite agree. Logic and rational reasoning have clearly been insufficient to convert them. So we put forward an argument that they can’t possibly win. After all, how do you dislike something just after you’ve liked it?”