The outdoor campaign executed by Milestone Brandcom highlights Myntra as a one-stop destination for the sports needs of one and all
BestMediaInfo Bureau | Mumbai | January 3, 2017
Myntra recently launched a category focused campaign showcasing its depth and range of sports apparel and footwear. In addition to creating brand awareness, the new campaign, crafted by Milestone Brandcom, highlighted Myntra as the one-stop destination for the sports needs of one and all.
In order to reach out to the prime target audience effectively, the out-of-home (OOH) advertising campaign was initiated across six major cities. Targeted at the youth and young working professionals who are always on the move, who take life positively, socialise through sports and outdoor activities, it attracted the attention of consumers in a very interesting and innovative manner, thanks to the use of the communication line, ‘Pick any sport.’
Gunjan Soni, CMO and Head of International brands, Myntra, said, “OOH serves as an important medium for us to reach our target audience, especially when we focus on a particular category. We have leveraged it in the past to good effect and our association with Milestone Brandcom for the sports campaign has been very fruitful. The larger than life cut-outs of athletes on the billboard particularly stood out in the cluttered OOH space. This not only maximised our visibility in major cities, but also reached our target audience in an innovative manner.”
Nabendu Bhattacharyya, CEO and Managing Director, Milestone Brandcom, said, “Myntra has always an innovative brand when it comes to communication. With their new communication campaign ‘Pick any sport’ it was essential for us to entice the young fun-loving consumers at places frequented by them. Through a smart OOH campaign design, we were able to bring the campaign alive and connect with sports enthusiasts. The larger than life Billboards created quick awareness and we are truly delighted to be part of this campaign.”