Conceptualised by ad film director Shirsha Guha, the online fashion portal asks shoppers to shed their inhibitions and shop online bindass as there are international brands available here with easy returns and cash back policy
Conceptualised by ad film director Shirsha Guha, the online fashion portal asks shoppers to shed their inhibitions and shop online bindass as there are international brands available here with easy returns and cash back policy
BestMediaInfo Bureau | Mumbai | May 25, 2016
Click on the image to watch the TVC.
Myntra, India's leading online fashion portal, is back with another campaign after its '#JustArrived' tagline. In its latest campaign, 'Try Myntra, you'll love it,' the online fashion portal addresses inhibitions of around 20 million shoppers who are resistant to buy clothes online.
Online shopping has barriers like touch, feel, exchange policy and so on. The campaign beautifully captures the essence of easy returns and cash back, while fittings are perfect.
Conceptualised by ad film director Shirsha Guha, the first film casts Abhay Deol and Ira Dubey who are in a role of a husband and a wife. Ira has just tried a new outfit and learns that the one she tried and her previous outfits were bought online from Myntra, when she hates online shopping. Abhay immediately tells her, we could return the new one and we would immediately get cash back. Ira pauses and tells him, no don't do it, I love it!
The second film casts Prateik Babbar and Amol Parashar as brothers. Prateik is trying a new jacket which Amol has brought. Amol has just come from an international trip. During the conversation Prateik thinks that the jacket has been brought from Australia or Singapore. But Amol purchased it in Delhi from Myntra. Prateik immediately expresses discontent, saying you don't buy fashion online! Amol is ready to return the product wherein he gets immediate cashback. Prateik pauses and happy with the fitting he says, “Waise, rakh hi leta hoon” (I'll keep it). Both the campaigns end urging consumers to try Myntra, they'll love it.
Gunjan Soni
Speaking about the campaign, Myntra's CMO and Head of International Brands, Gunjan Soni, said, “Myntra as a brand has a clear vision to be the most vibrant, fashion forward and yet friendly and relatable brand that helps Indians look good. This campaign aims to influence Indian shoppers by addressing their inhibitions towards online fashion and shows them in a light hearted way how easy and fun shopping on Myntra is. We are working hard every day to ensure shopping on Myntra is the best 'fashion shopping experience' at every step -- great brands, fantastic selection, timely delivery and early doorstep returns. We have used existing Myntra shoppers as our allies and voice in delivering this message.”
Commenting on the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, “There are 80 million well-groomed, brand-conscious, internet-savvy people out there, who buy everything online, except fashion. Their mind tell them that a platform like Myntra will give them the range, quality, trends and looks that they seek. But their hearts don't quite agree. Logic and rational reasoning have clearly been insufficient to convert them. So we put forward an argument that they can't possibly win. After all, how do you dislike something just after you've liked it?”
The campaign is produced by OINK Films. The two 35-second TVCs are set to be aired on all major national channels, digital platform and also radio and outdoor medium in select markets. The celebrities were specifically chosen for the role as their image complements that of Myntra's young, vibrant and aspirational target group.
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