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Myntra bets on selfies in ‘Live for Likes’

Lowe Lintas has conceptualised the campaign to capitalise on the growing popularity of ‘selfies’ on social media

BestMediaInfo Bureau | Mumbai | June 16, 2014

Click on the image to watch the TVC. Click on the image to watch the TVC.

Myntra.com has come out with a new campaign christened ‘Live for Likes’ in an attempt to engage with today’s always networked social media generation. There is a globally growing trend of people taking selfies and uploading them on social media platforms to get appreciation.

Lowe Lintas & Partners has conceptualised a campaign to tap into this maddening craze and talk about the things which we all do consciously or subconsciously to get ‘likes’ – posting a picture with some female friends, a picture with a cuddly cat, or taking a picture at a mall, all this just to get noticed.

It is a multi-media campaign which kicked off on social platforms and has been extended to TV. In the coming weeks, it will extend to the other mediums also. The TVC is very fashionable and stylized, has a peppy, foot-tapping music track, and is aspirational, yet relate-able to youth. It encourages them to ‘Get the looks, Get the Likes!’

The brief on which Lowe worked was quite simple: to make Myntra the most sought after online fashion destination. The idea was born from a very simple observation that today we spend most of our time online - whether it is to tweet, post pictures or to simply like and share. Our virtual lives have taken precedence over our real lives and thus the idea of ‘Live for Likes’ was born.

Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas, said, “We've all done some crazy things to get likes. We wanted to bring that alive. It had to be relatable, but at the same time also keep it fashionable. It is a difficult balance. We are really happy with the way Vishwesh from Corcoise managed this. He's new, raw and has a great sense of storytelling and aesthetics.”

Commenting on the campaign, GVKrishnan, Executive Director, Lowe Lintas South, said, “While a whole lot of fashion players have built their brand in the offline space, as an online e-commerce player we saw an opportunity to create a brand which could own fashion that makes you look great online. The idea ‘Live for Likes’ allows us connect with the youth and their fashion sentiment online, which our bold clients endorsed wholeheartedly.”

Vikas Ahuja Vikas Ahuja

Vikas Ahuja, Chief Marketing Officer, Myntra, said, “Young shoppers of today are totally digitally savvy, and highly active on social media platforms. ‘Selfies’ are a common trend and people try to put their best foot forward to share pictures of themselves – often it is as important, or more important, to look good online as it is in real life! In our campaign, we have tapped into this trend and married it with the key role that fashion plays in helping people look good.”

A dedicated microsite has gone live over the weekend, which will pique the interest of shoppers to engage and be a part of the campaign. The microsite will host contests for people to upload their pictures and garner maximum likes. Attractive prizes including a trip to Milan are there for the winners.

The TVC:

[youtube]https://www.youtube.com/watch?v=Tu1Pfyb27Nc[/youtube]

Credits:

Agency: Lowe Lintas & Partners

Creative Team: Arun Iyer, Rajesh Ramaswamy, Lohith Chengappa, Carl Savio, Sooraj Pillai, Ruchira Singh, Gopi Krishnan

Business Team: GV Krishnan, Anand Narayan, Kunal Madhavdas, Pritika Gupta

Planning Team: Vishal Nicholas, Russell John

Production house: Corcoise Films

Director: Vishwesh Krishnamoorthy

Sarmistha@BestMediaInfo.com

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