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International brands #JustArrived on Myntra

A campaign, conceptualized by Happy Creative Service, announces the arrival of global brands to the online fashion store’s collection, through a mock fashion show at a virtual airport

BestMediaInfo Bureau | Mumbai | April 5, 2016

Myntra Click on the image to watch the TVC.

Some of the best-known international fashion brands enter the Indian market through Bangalore-based fashion m-commerce player, Myntra. A campaign, conceptualized by Happy Creative Service, offers a surrealistic experience as global brands check into India, hanging on air travelers at a virtual airport.

The campaign, ‘#JustArrived’, aims at showcasing Myntra as a one-stop destination for the latest global fashion from top international brands. Myntra is known to be an online fashion store for Indian brands in shoes, clothing and accessories for both men and women. The brand has now strengthened its portfolio, by adding more than 25 international brands and another 11,000 unique styles.

Some of the recent additions are Marks and Spencer, Forever 21, Timberland and Jeep. These brands will be retailed online, exclusively through Myntra. The fashion company expects to augment its revenue by 15 per cent in the next year and half as it adds more global labels to its current portfolio. Some of the brands currently on offer are, Ferrari, Harley Davidson, Cole Haan, DKNY, The North Face, Mango, Tommy Hilfiger and CK, to name a few.

The television commercial shows a screen at the simulated ‘Myntra Airport’, where pirouetting models glide through the security check zone, wearing top fashion brands, that have “just arrived”. Just then, a voice says, ‘Top brands just arrived on Myntra.’ As the mock air passengers (symbolic of the brands) make their way out of the airport wearing fashion wear, a bag scanner shows that ‘Guess bag’ had just arrived.

The visuals depict a fashion show in the backdrop of an airport, in which the latest trends in apparel, footwear and accessories hang on travelers as they cross check points like the security check or the baggage scan area. As the mock air travellers proceed through the virtual airport, the metal scanner indicates that all the brands had arrived. The TVC ends with a voice saying, “The best of International brands have just arrived, exclusively on Myntra.”

Talking to us about the creative concept, Naren Kaushik, Senior Creative Director, Happy Creative Services, said, “What Myntra does is deliver a lifestyle, that is carefully curated from some of the foremost brands of the world. An experience that is unique to Myntra. To mark that difference, we created a fresh looking campaign that tells the story of how the very best of international fashion had 'Just Arrived' through a surreal and colourful world of Myntra.”

While international brands focus on metros, with this association, Myntra intends to make them accessible everywhere else too. Statistics show that more than 50 per cent of revenue from international brands at Myntra comes from Tier II and III cities, prompting the portal to widen the marketing base of its fashion wear.

Gunjan Soni Gunjan Soni

Commenting on the launch of the campaign, Gunjan Soni, CMO and Head of International Brands, Myntra, said, “Myntra has over eight million fashion shoppers, who see us as a destination of choice for their favourite brands. By adding a wide range of International brands, we have further strengthened our fashion leadership. With this campaign, we now want to bring the best of international fashion to the doorstep of every aspiring Indian, going beyond just the metros, and showcase our carefully curated international selection.”

The commercial will run for four weeks and will be aired across more than 25 television channels, in the Hindi, English, youth and music genres. The campaign will also be promoted through outdoor mediums.

The TVC:

[youtube]https://www.youtube.com/watch?v=Bt2dUVF9RpQ[/youtube]

Credits:

Client: Myntra

Agency: Happy Creative Services

Chief Executive Officer: Kartik Iyer

Chief Creative Officer: Praveen Das

Chief Operating Officer: Siddhartha Roy

Director - Strategy: Phalgun Reddy

Group Account Director: Rohini Radhakrishnan

Group Account manager: Russell Fernandes

Senior Creative Director: Naren Kaushik

Associate Creative Director: Varun Khullar

Creative Group Head - Art: Viraj Nandivadekar

Production House: Asylum Films

Director: Sachin Khotra

Executive Producer: Bhavna Singh

Info@BestMediaInfo.com

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