Myntra makes fashion accessible 'anytime, anywhere' with its new TVC
The two new TVCs created by Taproot highlight the benefits of online shopping and an attractive return policy
BestMediaInfo Bureau | Delhi | October 12, 2012
India's largest online fashion store, Myntra.com, is launching its latest TVCs, the second in a series of campaigns this year following the theme of 'Real Life Mein Asia Hota Hai Kya?' While the previous campaign focused on demystifying myths about online shopping by communicating the key benefits of shopping with Myntra, the two new TVCs have a clear objective of showcasing the wide range of products and convenience of shopping on Myntra. The TVCs also highlight the fact that shoppers have access to over 500 brands 'anytime, anywhere' and easy product return with the tagline 'Goods once sold can always be returned'.
The first film depicts a boardroom set-up where three colleagues stumble upon Myntra while in a meeting and start visualising stylish models walking on the boardroom table as they scroll through the website. The commercial conveys the message that one can shop at convenient hours without having to compromise on valuable time. Myntra provides the perfect hinge between a tight schedule and a craving shopaholic.
The second film shows a finicky female shopper who wants to return her dress for unreasonable reasons and her request is immediately accepted by Myntra. The objective is to promote Myntra's 30-day return policy with no strings attached, the belief being that an unhappy customer can turn into a happy customer because of the return policy
The TVCs were conceptualised by Mumbai-based advertising agency, Taproot. The film was directed by Prashant Issar and produced by Radhika Sawhney from Tubelight Films. Maxus is managing the media placements of the TVC.
Agnello Dias, Chief Creative Officer, Taproot India, said, “This is a further extension of the original campaign thought – 'Real Life mein aisa hot hai kya?' which had worked very well for the brand the first time round. Myntra does indeed have a wide range of fashion brands parading on the site at any given point in time and we thought it would be interesting to dramatize that fact by exaggerating the grand parade of fashion apparel through a catwalk in a place and at a time when one least expects it. Similarly, the second TVC emphasizes on a core offering of Myntra – hassle free return and exchange.”
Mukesh Bansal, Founder & CEO, Myntra.com, commented,“Having created a successful campaign showcasing the benefits of shopping online, we are now extending our communication to a wider audience with two new TVCs. This campaign is aimed at showcasing our entire range with shoppers being able to mix and match from our wide catalogue. With over 500 fashion brands, we are further consolidating our leadership position in the online fashion and lifestyle space.”
The new TVCs went on-air starting October 11, 2012 across most GEC channels. Along with television ads, Myntra will reach out to its audience online with an innovative digital campaign on portals like Yahoo and YouTube which builds on the theme of the TVC.
The TVCs:
Myntra made the commercials available exclusively for its 7.5 lakh Facebook fans a day before they were aired on national television.
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