The commercial, created by Happy Creative Services, tries to raise the fashion quotient by using products offered by the e-commerce company
BestMediaInfo Bureau | Mumbai | October 24, 2011
Myntra.com, a leading e-commerce company, is promoting its Autumn-Winter 2011 collection with a new commercial created by Happy Creative Services, a Bangalore-based agency led by Kathik Iyer, Founder & CEO, and Praveen Das.
The collection includes clothing, footwear and accessories from brands such as Forever New, United Colours of Benetton, Nike, Reebok, Puma, Adidas, Lee, Wrangler, Jealous 21, Lotto, and many others.
Myntra’s commercial begins with a woman doing her eye make-up in what appears to be a green room with chaos and bright lights in the background. She starts to walk down a ramp, which later turns out to be an aisle in a cinema hall, and people in the vicinity check her out with awe. The commercial then follows people in various surroundings -- sauntering across a deserted zebra crossing or harbour, a college hallway or dance floor – which turn into a ramp and they are walking with a bold attitude inspired by the swanky and chic attire they have on. They seem to bring all movement around them to a halt as though everybody’s eyes were locked on them in admiration.
Finally, all the characters reappear one after another, as if they are approaching the end of the ramp, wearing their attitude on their sleeves.
The key message delivered is that “the world is a ramp with Myntra.com and with merchandise from Myntra, people can dress fashionably in their everyday lives”.
Sanjay Ramakrishnan, Senior VP-Marketing of Myntra.com, said, “Every fashion brand has launched their Autumn Winter 2011 collection and Myntra has it all -- be it clothing, footwear or accessories. The easiest way for the fashion conscious consumer to look good with the latest in season fashion merchandise is on myntra.com.”
Said Karthik Iyer of Happy Creative Services, "Myntra.com is about taking fashion to the people, no matter where they are from or what they are doing. Hence the concept is about people in their everyday surroundings looking like high fashion models as they live their everyday lives. Call it hot, call it cool, myntra.com is here to change the temperature in the fashion business, once and for all."
Carl Savio, Creative Director, Happy Creative Services, commented, “This time around we wanted to push the fashion quotient even further and highlight Myntra's unique style and personality. The idea of turning everyday places into into ramps was to tell people that with Myntra's products and services, fashion can truly hit the streets.”