Myntra.com campaign says 'real life mein aisa hota hai'

The campaign, conceptualised by Taproot India, holds a direct message on the benefits of online shopping within the story line

BestMediaInfo Bureau | Delhi | June 15, 2012

Myntra.com, a leading e-commerce company, has released a new brand campaign demystifying the myth of online shopping. The campaign, conceptualised by Taproot India, focuses on the theme 'Real life mein aisa hota hai kya'.

The film, shot in Mumbai, showcases a real life depiction of youths shopping at a mall and extrapolates the scene to an online scenario to highlight the advantages of online shopping over offline. The film has been directed by Prashant Issar and produced by Radhika Sawhney from Tubelight Films.

The campaign holds a direct message on the benefits of online shopping within the story line, highlighting features such as 'no waiting queues as virtual service waits on you', 'product trials in the comfort of your home', etc. Consequently, customer comfort and gratification are guaranteed with e-shopping with Myntra.

Agnello Dias, Chief Creative Officer, Taproot India, said, “Myntra.com is clearly one of the country's most comprehensive online fashion stores. The idea was to communicate the unique benefits that Myntra.com offers by transposing those advantages to real life shopping which, if possible, would be quite an incredulous thing.”

Manan Mehta, Managing Partner, Taproot India, added, “We found that there was a considerable amount of confusion on whether Myntra.com was a fashion apparel brand or a fashion apparel destination. We were facing this dual challenge of not only establishing it as an online shopping portal for fashion apparels and accessories, but also helping Indian consumers navigate through their inherent inertias of shopping online.”

“The campaign aims to amplify the key product offerings – cash on delivery, free home delivery and 30-day return policy – in a manner that reflects ease of shopping online and helps burst category barriers,” Mehta added.

Myntra's product repertoire includes merchandise from some of the world's most popular brands and spans across all categories from clothes to shoes and accessories. Providing access to over 300 lifestyle brands, the online shopping portal seeks to expand its customer base even further with the new campaign.

“With the establishment of the e-commerce industry, the greatest challenge is to educate and captivate the audience on the positives the realm holds. With a film that centres on perks of online shopping, we believe the message will be driven home,” commented Ashutosh Lawania, Sales Head and Co-founder, Myntra.com.

“Being a national brand with presence across 400 cities, a TV campaign was the best medium to reach and spread awareness among our audiences,” Lawania added.

The TVC:

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