Image: Kunal Patil/Hindustan Times via Getty Images
The idea behind the new campaign for Myntra was simple: Build strong brand salience and establish the joy and convenience of shopping. Simple ideas, as basic marketing logic goes, need powerful execution. That’s probably why India’s largest fashion e-tailer has roped in power couple Virat Kohli and Anushka Sharma as its first brand ambassadors.
“The association of Bollywood and sports with fashion needs no explanation,” says Amar Nagaram, head of Myntra-Jabong. Kohli and Sharma, he says, represent the young, confident and successful India of today, and are hence a great choice to represent a new-age brand like Myntra.
The new campaign—Go Myntra-la-la—brings alive the joyful experience of shopping for fashion on the brand’s platform. The film, to be aired on TV soon and likely to hit social media on Friday, taps into music as a key element and delivers a musical anthem.
The thought of the campaign was to show a seamless user experience with hi-tech features that go beyond the act of adding items to a cart. The aim was to deliver the joy of discovery, inspiration, experimentation and social experience on the platform. The narrative, therefore, strings together various features and propositions such as visual search, which allows users to click a picture of any merchandise and search for it on the store; curated categories like a Sneaker Store; Try & Buy, which enables users to physically try on multiple clothes in the comfort of their homes, before making the final purchase; personalised stores for a more involved shopping experience; and finally, Myntra Insider—the brand’s loyalty programme.
“Myntra has transformed the overall dynamics of the online fashion industry by offering shoppers unmatched experiences,” Nagaram adds.