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Myntra reiterates it’s all about Bani, Mehek, Deepika and you

In a campaign conceptualised by McCann, the brand emphasises an individual’s personal strength as she takes on personal and professional challenges in life

BestMediaInfo Bureau | Mumbai | October 6, 2016

Myntra Click on the Images to watch the TVC.

Bollywood actor Deepika Padukone’s fashion brand for women, ‘All about you’, in association with Myntra, recently launched its first campaign highlighting its core philosophy. Centred on the theme ‘you are your biggest strength’ and can conquer anything when ‘you are with you’, it celebrates an individual’s personal strength as she takes on personal and professional challenges in life, devoid of all external influences.

The new campaign illustrates how one can conquer any predicament in life when ‘You are with you.’ The campaign takes you through the lives of three young women who take on professional and personal situations with an unconventional spirit of inner strength. Battling uncertainty and fear at the beginning, each of them take a moment to be on their own and eventually gain strength from within to overcome all external odds.

The campaign begins with the actor who is seen in a contemplative mood just minutes before delivering a talk. She takes a pause to believe in herself, leaves out the script and confidently walks to the stage and delivers her speech from heart. The second story is about a guitarist who is preparing for her first music class as a teacher and is seen preparing for her big moment across the streets of Kolkata, just before opening the door to her classroom, she waits a second to be herself and goes on to take a wonderful class, conquering her students’ hearts on the very first day.

The third story is of a young girl in Goa, who is in a happy nervous state, preparing and contemplating for a big moment in her personal life, we see her going through ferry and then she meets the guy, she takes a moment to just believe in herself again and proposes the guy. All the three stories are interwoven together to form the beautiful narrative.

Gunjan Soni Gunjan Soni

Gunjan Soni, Chief Marketing Officer and Head, International Brands Business, said, “Today’s fashion buyers do not compromise comfort for trend. With apparels being increasingly considered as a powerful medium of expressing oneself, personalised fashion is slated to be the next big thing. The new campaign, crafted around Deepika’s fashion philosophy, ushers a seamless connect with the youth. We are delighted to join her journey in creating fashion which does not diminish but nurtures an individual’s style statement.”

suraja-kishore Suraja Kishore

Suraja Kishore, National Head Planning, MWG India, said, “Fashion has been always about fitting in or about belonging to a tribe. The semiotics of fashion is cold and individualistic. When Myntra approached us with ‘All about you’, a label by Deepika, we knew this was an anti-thesis of conventional fashion narrative. The concept of ‘Making fashion personal’ that Deepika had in mind become the centre of our narrative. For not everything that’s ‘In’ suits everyone. And what you wear is not about the designer rather it’s all about you. So we changed the narrative by making fashion a reflection of a woman’s personality and her inner strength that makes her truly beautiful.”

Pradyumna Chauhan Pradyumna Chauhan

Pradyumna Chauhan, National Creative Director, MWG India, said, “‘All About You’ truly champions every single girl’s individuality. Deepika herself has been all about who she is, be it her career or her sense of fashion and not a follower of some fad or trend. It is this belief that shapes the whole range of clothing – from fits to fabrics to colours. Our campaign set out to infuse a larger meaning to this thought. We wanted to inspire all the young girls to weave beautiful lives around who they truly are because if they back themselves fully in life, they totally can. #teresaathtu captures it well too.”

The film is directed by Amit Sharma, and the soulful music composed by Abhishek Arora weaves together the three beautiful stories with the lyrics aptly complementing the theme of the ad, especially the lines, ‘tere saath tu’ (you are with you).

The TVC:



Client: Myntra

Creative Agency: McCann, Mumbai

National Creative Director: Pradyumna Chauhan

National Head Planning: Suraja Kishore

Direction: Amit Sharma

Music: Abhishek Arora

Production House: Chrome Pictures

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