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Shop till you drop for sports attire at Myntra

The fashion website's campaign conceptualised by Taproot Dentsu showcases a wide range of sports apparel and footwear as well as assisted shopping

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Shop till you drop for sports attire at Myntra

Shop till you drop for sports attire at Myntra

The fashion website's campaign conceptualised by Taproot Dentsu showcases a wide range of sports apparel and footwear as well as assisted shopping

BestMediaInfo Bureau | Mumbai | December 12, 2016

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

Fashion and lifestyle e-commerce website Myntra has kicked off a campaign, 'Pick any sport, Myntra will do the rest!', conceptualised by Taproot Dentsu. The campaign showcases its depth and range of sports apparel and footwear. The fashion major has created a one-stop destination for sports attire – a curated selection of apparel, footwear and accessories for sports enthusiasts.

Myntra has introduced key features like 'Shop by sport' and 'Shoe finder technology' that enable customers to shop exactly what they want by filtering products as per their specific requirements. The platform has also added a feature called 'assisted shopping' where customers can dial in and speak to a support expert who will guide and navigate the customer through the shopping experience.

The campaign also seeks to leverage and showcase the platform's expansive sports brand portfolio to reach out to one of the fastest growing fashion segments in India. With over 100 sports brands, including some of the iconic names in the category, Myntra offers an unparalleled range of sportswear for people looking to engage in a wide variety of sporting activities.

The TVC features a newbie sports enthusiast trying his hand at different sports to see which suits him best while Myntra provides him with one stop-access to all the sportswear he needs for each sport. Narrated in a humorous and engaging tone the TVC, with 30 and 60 second edits, establishes Myntra as the de facto destination for sportswear. In an era where fitness and health are starting to gain prominence, the Myntra Sport campaign encourages customers to get on their feet and pick a sport of their choice.

Gunjan Soni Gunjan Soni

Gunjan Soni, CMO and Head, International Brands Business, Myntra, said, “Sportswear has been growing at 45 per cent (YoY) and is one of the largest categories on Myntra. The sports campaign aims to unequivocally establish Myntra as the foremost destination for all your sportswear needs. A unique attribute for this category is need for advice and keeping this in mind we have added some features to assist customers while shopping. We have also created a specialised sports store on the Myntra app to cater to the unique needs of customers and we are seeking to drive awareness for these offerings through this campaign.”

Ayesha Ghosh Ayesha Ghosh

Ayesha Ghosh, General Manager, Taproot Dentsu, said, “As an e-commerce platform, Myntra's edge lies in the width and depth of offerings, as well as the ease with which to access them. To launch their sport offering, we felt this route works best, as it covers the A-Z of sport and makes for an interesting way to display the sheer number of sporting brands that are available on Myntra. It speaks to anyone, whether serious about sport or not. While not the focus of the story, the service aspects of assisted shopping and 'shoe finder technology' convey the required expertise for Myntra to take the high ground on sport.”

Pallavi Chakravarti Pallavi Chakravarti

Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, “We live in a world where more and more people are exploring and enjoying sports and fitness-related activities. Our campaign has a simple message, delivered in a light-hearted way, to encourage this growing trend. You needn't be a pro to be into sports, you just need a nudge to set the ball rolling. And Myntra Sport has everything anyone needs to keep going, once they decide to get going.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/12/Myntra-TVC.jpg

Credits:

Creative Agency: Taproot Dentsu

Creative Team: Pallavi Chakravarti, Neeraj Kanitkar

Production House: Red Ice

Director: Shimit Amin

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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