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Myntra is back with flagship ‘end of reason sale’

The campaign, conceptualised by Happy Creative Services, says ‘Jo chaho milega jab Myntra ka sale khulega’ and features Hrithik Roshan and P V Sindhu

BestMediaInfo Bureau | Mumbai | December 28, 2016

Myntra-TVC Click on the Image to watch the TVC.

Myntra has launched a new campaign to promote the fifth edition of its flagship ‘End of reason sale’ (EORS). With the new catchphrase ‘Jo chaho milega jab Myntra ka sale khulega’, the 35-second commercial calls on shoppers to prepare for the ultimate fashion sale.

Conceptualised by Happy Creative Services, the new campaign takes the viewers through a series of settings and occasions that demonstrates the fashion and unique style of people from different sections and regions and their style specific wish list for the mega sale, enticing the viewer further and building excitement. The ad also features Bollywood heartthrob Hrithik Roshan and ace badminton player P V Sindhu.

Gunjan Soni Gunjan Soni

Speaking about the campaign and the thought behind the same, Gunjan Soni, Chief Marketing Officer, Myntra Fashion, said, “Basically what we wanted to show was that India has very diverse fashion needs and only a big enough sale like the EORS can cater to all of India because we are truly a pan-Indian platform. So the core campaign thought is that as Myntra campaign comes, all of India gets ready because there is something in it for everyone. The route we have taken to portray the same is a peppy rap which appeals to a young audience. The other core thought was that India is in transition and to send the message across that we are about the modern India, we have the bride who chooses to wear a show with her wedding dress.”

Kartik Iyer Kartik Iyer

Speaking about his experience working on the campaign, Kartik Iyer, CEO, Happy Creative Services, said, “Working with Myntra on its EORS campaign has always been exciting with the sale growing in leaps and bounds every season. The mission has been to build enough excitement around the largest and most-awaited fashion sale event in the country and it has been a great experience as always, with conceptualising the film. We are confident that the film will rouse enthusiasm for the sale among all sections of consumers.”

Speaking about the marketing mix, Soni said, “It is a 360 degree media plan. TV is the lead medium but we also have tied up with PVR and Inox for cinema presence. There is outdoor and radio and we are trying out very interesting innovations on digital including gamification. For offline, we have created EORS wish list where people can submit their wishes and the winners will see their wishes come true.”

This is EORS’s fifth edition. Taking us through how EORS marketing initiatives have changed over the years, Soni said, “With each edition the sale is getting bigger and better. If I look at the media mix alone, traditionally it used to be TV and little bit of print and digital but as the sale and the brand has evolved, in terms of scale and media mix, we have expanded quite a bit. From the first edition, when we were just present on TV and a little on digital and print, now we are present on literally every medium. Also, if you look at the campaign theme, we have tried to make sure that every time there is a new campaign thought, which is much more reflective of India and its mood at that point in time.”

“The thematic therefore has continuously evolved but the one thing that has remained constant is the unreasonableness of the sales. We have made sure that we create bigger and better offers for people every time,” added Soni.

About 1,800 top Indian and international brands will be participating in the fifth edition of EORS, reaching over 10 million customers across towns and cities. The new winter collection from some of the brands will also be up for grabs, during the sale. The sale will be held between January 3 and 5.

The TVC:



Client: Myntra

Agency: Happy Creative Service

Director: Razneesh Ghai

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