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Tag: Myntra

  • This video is the second in the ‘MyntraUnforgettables’ series, that pays tribute to some of its loyal customers

    Myntra launches digital campaign featuring a customer from Patna

    By A Correspondent

     

    Myntra recently launched a digital campaign featuring one of its most consistent shoppers, Shristi, from Patna. This video is the second in the ‘MyntraUnforgettables’ series, that pays tribute to some of its loyal customers.

     

    Over 50 per cent of Myntra’s customers belong to Tier II and III cities and towns and one such customer is Shristi who was identified using data driven insights. In the two minute video, we see how Shristi, who was once shy and conservative and perceived fashion as a means to look good for the world, rather than to feel good from within, underwent a transformation. A setback in her personal and professional life changed the way she sees the world today. She came to realize that in the end all that mattered is you and how you perceive the world. Her story is not just about shopping, brands or style, but also about feeling elated.

     

    The video is called ‘MyntraUnforgettables with Shristi’, where Shristi is seen narrating her experience as a fashion forward individual from Patna.

     

     

  • As part of the campaign, Myntra has released two TVCs that highlight some of its key service features, such as easy returns and instant refunds with an aim to acquire new customers

    Myntra highlights returns and refunds policy in campaign

    By A Correspondent

     

    Myntra has kicked off an integrated marketing campaign to underscore its service offerings, targeted essentially at uninitiated shoppers across the country with a special focus on non-metro cities and small towns.

     

    Commenting on the campaign, Gunjan Soni, CMO, Myntra & Head- Jabong, said: “Non-metro cities are very important markets for Myntra as we see our next phase of growth coming from there.  Our research shows that over 30 million SEC A internet users in non-metros do not shop online and as a market leader we have launched this campaign to drive adoption among them.  We see about 25% of our daily acquisitions coming from this cohort and with this campaign we are looking at acquiring half a million new customers from this target group over the next three weeks.”

     

    Added Neeraj Kanitkar, Creative Director, Taproot Dentsu: “Myntra is undisputedly one of India’s most fashionable shopping outposts. Some shoppers though, especially from non-Metro cities, worry about the practicalities of the service features. Will my return be accepted? Will my return have to meet any requirements? When will I get a refund? And as a result simply stay away from shopping for fashion online. This campaign addresses these questions in a thoughtful, warm yet joyful manner. Which will hopefully get them to try Myntra, because once people try Myntra, they really do love it.”

     

     

  • Launches TVCsto call attention to India's first ever online fashion event

    Myntra launches campaign to promote the first season of ‘Big Fashion Gig’

    By A Correspondent

     

    Myntra kicked off a special campaign to promote Big Fashion Gig and launch two television commercials as part of its ongoing promotions.The campaign calls upon fashionistas to try out the latest products, styles and designs from over 1500 domestic and international brands, with access to over 3 lakh curated styles.

     

    Commenting on the campaign, Gunjan Soni, Head of Jabong and Chief Marketing Officer at Myntra, said: “Big Fashion Gig has been conceptualised to allow our fashion forward customers, access to brands, designs and styles to the upcoming summer collection of some of the finest global brands. It is the first of its kind event in the country where we have conceptualized over 30 gigs with curated styles for our customers and collaborated with over 10 celebrities who will offer their tips and style mantras. The campaign has been developed to clearly highlight their role as fashion advisors to our consumers.”

     

  • The campaign also features ace Shuttler P V Sindhu and actor Hrithik Roshan in the TVC

    Myntra’s campaign for its ‘End of Reason Sale’

    By A Correspondent

     

    Myntra has launched a new campaign to promote its annual ‘End of Reason Sale’ (EORS). The 360-degree campaign announces the fifth edition of EORS to be held between January 3 and 5.

     

    At the centre of the campaign is an ad film that brings forward the essence of EORS that offers shoppers the perfect occasion to plan and stock up their wardrobes at the very beginning of the year. This is expressed by the tagline, “Jo chaho milega jab Myntra ka sale khulega”, which loosely translates to “You can get whatever you want on the Myntra sale”.

     

    Speaking about the campaign, Myntra’s CMO & Head, International Brands Business, Gunjan Soni, said: “The size and reach of our marketing campaign for the upcoming ‘End of Reason Sale’ is unprecedented. We have come up with an array of innovative activities to engage with our customers. We are doing a take on the Mannequin Challenge to reveal prices of products, gamification to drive traffic and a focused regional push on digital. EORS has emerged as the most sought after fashion sale event in the country and through this campaign we are reaching out to all our existing and new customers, urging them to prepare and make the most of the three day sale.”

     

    Said Kartik Iyer, CEO, happy mcgarrybowe: “ The mission has been to build enough excitement around the largest and most awaited fashion sale event in the country and it has been a great experience as always, with conceptualizing the film. We are confident that the film will rouse enthusiasm for the sale among all sections of consumers.”

     

  • The Digital Marketers' Awards are designed to recognise exceptional work done by the Marketing fraternity to take their brands into the digital era

    IAMAI rewards CMOs at DMA Awards

    By A Correspondent

     

    The Internet and Mobile Association of India (IAMAI) celebrated the achievements of the Chief Marketing Officers (CMOs) last Friday at the Digital Marketers’ Award (DMA).

     

    This year the award show had 11 categories to honour CMOs and Marketing Heads. The categories that were rewarded were Banking, Insurance, Personal Finance & Investments, Healthcare, Automobile, Real Estate, IT &ITes, Travel, Digital Businesses and Consumer Durables/FMCG. List of winners is given herewith:

     

    The winners were selected by a jury comprising of Tushar Vyas, Chief Strategy Officer, GroupM South Asia, GroupM; Atit Mehta, VP & Head of Media, Sequoia Capital; Deepali Naair, Chief Marketing & Digital Officer, IIFL Wealth & Asset Management; Aditya Rath, Partner, KPMG; Manish Vij, Founder, SVG Media; Anita Nayyar, CEO India & South Asia, Havas Media and Vivek Bhargava, CEO, iprospectCommunicate2.

     

    Commenting on the significance of the DMA Awards, Kartik Jain, CMO – HFDC Bank said,”Digital Marketing Awards is a great initiative that inspires and motivates digital marketers in the industry. It is a great platform to showcase the efforts put in towards digital marketing by the industry collectively.”

     

    Speaking about the impact of digital marketing, Gunjan Soni, CMO & Head – International Brands Business, Myntra, said,“Digital marketing is a completely democratic medium and therefore it is the power of the idea that can take a brand really far. Measuring the success not just by pure reach but by the number of shares and likes that a content is getting is key to a successful campaign.”

     

    Said Mohan Menon, GM & Head Marketing – Max Healthcare: “There’s a lot happening in the digital space of the healthcare industry. Our industry is booming in terms of disruptions and innovations. Disruption and innovations using technology and digital is leading the piece not only in terms of marketing but also in service and product delivery. Even the traditional players in the segment is exploring digital in a big way to reach out to public and also delivery of service.”

     

  • Campaign highlights Myntra’sextensive range of sportswear

    Myntra launches new campaign advocating Sports

    By A Correspondent

     

    Myntra has kicked off a category focused campaign showcasing its depth and range of sports apparel and footwear. The fashion major has created a one stop destination for sports attire – a curatedselection of apparel, footwear and accessories for sports enthusiasts.

     

    The campaign also seeks to leverage and showcase the platform’s expansive sports brand portfolio to reach out to one of the fastest growing fashion segments in India. With over 100 sports brands including some of the iconic names in the category, Myntra offers an unparalleled range of sportswear for people looking to engage in a wide variety of sporting activities.

     

    The TVC features a newbie sports enthusiast trying his hand at different sports to see which suits him best, while Myntra provides him with one stop access to all the sportswear he needs for each sport. Narrated in a humorous and engaging tone the TVC, with 30 and 60 second edits, establishes Myntra as the de facto destination for sportswear.Inan era were fitness and health are starting to gain prominence, the Myntra Sport campaign encourages customers to get on their feet and pick a sport of their choice.

     

    Commenting on the campaign, Gunjan Soni, CMO & Head – International Brands Business, Myntra said, “Sportswear has been growing at 45% YoY and is one of the largest categories on Myntra. The Sports Campaign aims to unequivocally establish Myntra as the foremost destination for all your sportswear needs. A unique attribute for this category is need for advice and keeping this in mind we have added some features to assist customers while shopping. We have also created a specialized sports store on the Myntra app to cater to the unique needs of customers and we are seeking to drive awareness for these offerings through this campaign. “

     

    Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said “We live in a world where more and more people are exploring and enjoying sports and fitness-related activities. Our campaign has a simple message, delivered in a light-hearted way, to encourage this growing trend. You needn’t be a pro to be into sports, you just need a nudge to set the ball rolling. And Myntra Sport has everything anyone needs to keep going, once they decide to get going.”

     

  • Bollywood heartthrob, Hrithik Roshan's appearance in the TVC adds to overall narrative

    Myntra readies Indians for its biggest ever fashion sale

    By A Correspondent

     

    Myntra has launched a 360 degree campaign to announce the arrival of its flagship fashion sale – ‘End Of Reason Sale’, to be held on the 2nd and 3rd of July. The core campaign thought is expressed by the tagline, “Tayyar Ho Jao”, which means “Get ready” and also translates to getting dressed. This is a loud call for all fashion shoppers to prepare for the country’s biggest fashion event.

     

    The 30-second ad film takes viewers through a series of settings, where people are gearing up for Myntra’s EORS in their own exaggerated ways – by measuring body sizes, setting up reminders for midnight sale start and preparing elaborate wish-lists of products to fully focus on shopping during the sale. Adding charm to the film, the video showcases Hrithik enthusiastically blocking dates and gearing up for the sale. The actor is seen wearing his active lifestyle brand, HRX, which is retailed exclusively on Myntra.

     

    The TVC is directed by Razneesh Ghai, produced by Asylum Films and conceptualized by Happy Creative Services. Apart from presence across TV channels, the campaign also uses other media channels like print, radio, OOH, digital, DTH across 10+ leading cities.

     

    Speaking about the campaign, Myntra’s CMO & Head of International Brands, Gunjan Soni said, “The upcoming edition of EORS is the country’s biggest online fashion sale event to date and we are confident of providing a delightful, memorable sale experience to all customers. Hence, we are reaching out to all our existing and new customers, to help them get ready to enjoy and get the best out of the sale event. Opportunities like this come rarely. Toh India, Tayyar Ho Jao!”

     

    Kartik Iyer, CEO, Happy Creative Services said, “The End-Of-Reason sale as a concept has been running successfully for a couple of seasons now. With this year’s sale being bigger and better we needed to capture the scale and excitement of people around the country. We were also trying to make the sale relevant to a larger audience. There is a certain energy & style to a brand like Myntra so we wanted to capture that even through the Sale offering. So India, tayyar ho jao! No reason to miss this Sale.”

     

     

  • The campaign aims to address the inhibitions of around 20mn offline shoppers

    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?”

     

  • The campaign highlights Myntra as the ubiquitous destination for International Fashion in India

    Myntra takes a stand with #JustArrived

    By A Correspondent

     

    Myntra has announced the launch of a new brand campaign called ‘#JustArrived’. The campaign is aimed at showcasing Myntra as the go-to destination for the latest in global fashion from top international brands. Already known for being a house of best fashion brands, Myntra has further strengthened its portfolio by adding 25+ iconic international brands with over 11000 unique styles, available over the last 15 months.

     

    The television commercial with a 30 & 45 second duration, demonstrates style and fashion of top international brands by using a metaphorical Myntra airport setting where passengers (symbolic of the brands) have #JustArrived and are getting checked, stamped and welcomed warmly on the Myntra platform. The visuals are tantamount to a fashion show of the latest trends and collection of apparel, footwear and accessories, at the airport. The TVC is directed by SachinKhotre, produced by Asylum Films and conceptualized by Happy Creative Services.

     

    Commenting on the launch of campaign, Gunjan Soni, CMO & Head of International Brands, Myntra said, “Myntra has over 8Mn fashion shoppers, who see us as a destination of choice for their favorite brands. By adding a wide range of International brands, we have further strengthened our Fashion leadership. With this campaign, we now want to bring the best of international fashion to the doorstep of every aspiring Indian, going beyond just the metros, and showcase our carefully curated International selection.”

     

    A four week campaign, the TVC will be aired extensively across 25+ TV channels, spanning Hindi GEC, Hindi Movies, English Entertainment, English Movies, Youth & Music Channels, and English News Channels. The campaign will also be promoted in outdoor mediums in Delhi, Mumbai and Bangalore starting 4th April and through brand’s digital platforms.

     

  • Film conceptualized, produced and shot by Brave New World Communications

    Brave New World’s diverse ode to the The Roadster Life

    By A Correspondent

     

    Myntra’s outdoor apparel brand The Roadster Life has launched a new TV commercial. This film has been conceptualized, produced and shot by Brave New World Communications – a Bangalore based integrated communications agency, who had been tasked with carving out a niche The Roadster Life Co.

     

    The film was released on Facebook & YouTube on the 27th of January and has been received positively so far. The video has been viewed more than 15 million times and shared more than 8100 times. The film went on air on February 5.

     

    The goal was to appeal to a younger audience who value experiences and are tired of the usual tourist spots. The agency’s strategic approach was single-minded: to own roads as a brand platform by positioning them as the most diverse of destinations. The claim is subtly supported by the products’ deep-design interpretation of archetypal roads, from driveable coastlines and broken paths to desert trails and forest paths.

     

    “The challenge was to make Roadster relevant in an increasingly crowded category,” said Joono Simon, CEO and Chief Creative Officer at Brave New World. “Roadster is a young brand and social media has a powerful part to play – it was important for the commercial to establish a context for sustainable two-way conversation. Creating a sense of scale was also vital – because the backdrop of the great outdoors is our real invitation. Once you accept it, Roadster has an enabling role to play in your life,” added Joono Simon.

     

    The film is a tip of the hat to those who follow the road to pursue unusual passions. A non-linear narrative stitches together three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an intrepid duo braving a desert storm to deliver relief supplies.

     

  • Prior to Star India, Gunjan was a Partner at McKinsey and worked across multiple consumer sectors and geographies, including India, UK, Singapore and Bhutan

    Myntra appoints Gunjan Soni as CMO & Head – International Brands Business

    By A Correspondent

     

    Gunjan Soni

    Myntra has appointed Gunjan Soni as Chief Marketing Officer and Head, International brands business. She will take up her position at the start of December.

     

    Gunjan brings with her over twelve years of diverse experience in strategy, operations and marketing with a passion for advanced big data analytics. In her previous role as Executive Vice President for Strategy and CEO Office, with Star India, she worked on new initiatives in Content, Sports and Digital.

     

    Prior to Star India, Gunjan was a Partner at McKinsey and worked across multiple consumer sectors and geographies, including India, UK, Singapore and Bhutan. She is credited for starting McKinsey’s Scientific Marketing practice for India.

     

    Speaking on the appointment, Ananth Narayanan, CEO, Myntra said, “GunjanSoni joins our leadership team at a time when applying data analytics to marketing is at the heart of our business process. Her experience in the field will be vital for our future marketing endeavours, as Myntra continues to lead the online fashion space in the country.”

     

    Speaking on her new assignment, Gunjan Soni said, “I am very excited to be joining Myntra. It’s a privilege to be working with a team that is changing and shaping ‘New India’ so fundamentally! As I come in, would like to take brand Myntra to iconic status in fashion – not just through traditional marketing but by applying data and technology to transform the consumer experience on personalization and social to best in the world! I am also excited to bring many new international brands to the Indian consumers.

     

    Gunjan is an MBA from XLRI, Jamshedpur and has also worked with Infosys as a software engineer at the beginning of her career.

     

  • In a bid to attract more young customers, online fashion retailers such as Jabong and Myntra are increasingly tying up with Bollywood celebs to launch exclusive lines

    Myntra stocks Mandira & KJO lines, Jabong gets Alia Bhatt

    By Tasmayee Laha Roy

     

    Online fashion retailers such as Jabong and Myntra are increasingly tying up with Bollywood celebrities to launch exclusive lines in a bid to attract more young consumers to shop for their garments on the internet.

     

    While Alia Bhatt has tied up with Jabong for her line ‘Alia Bhatt for Jabong’, Myntra — which launched Hrithik Roshan’s label HRX last year — now stocks Mandira Bedi’s sari collections as well as the Vero Moda Marquee, a limited edition collection designed by director Karan Johar in a tie-up with the European high-street fashion brand for women. Snapdeal has Shilpa Shetty Kundra’s jewellery line Satyug Gold.

     

    “Bollywood celebrities have always been considered as style icons and served as a muse for the high priests of fashion and most of these celebrities have a huge fan-following online. The same people who fall in the age group of 15-35 are also the ones who shop online. Thus to marry Bollywood and fashion online ensures success of the idea,” said Praveen Sinha, founder and MD at Jabong.

     

    Jabong officials said the site’s user base has shot up by 50,000 within a week of the launch of Alia Bhatt for Jabong this month. With ripped jeans, leather jackets and floral patterns, the collection makes a direct connect with Bhatt’s wardrobe in her popular films such as ‘Student of the Year’ and ‘2 States’. “Online shopping is the new rage…so this, according to me, was the best platform to launch my designs,” Bhatt said.

     

    Myntra has launched Farhan Akhtar’s Mard collection and Salman Khan’s Being Human, besides HRX. Roshan’s HRX has this month launched a range of active and women’s wear. “People love to dress up like their favourite stars and these initiatives have taken fans a step closer to their stars.

     

    Hrithik, for example, has been involved in every step of designing the outfits under his label,” said Ganesh Subramanian, COO at Myntra. He said Myntra plans to launch own labels of 4-5 leading Bollywood celebrities early next year. Karan Johar’s limited edition ‘Vero Moda Marquee’ collection, launched at the Myntra fashion week early this month, has proved a big hit.

     

    Source:The Economic Times

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