Fashion e-commerce company Myntra has announced the launch of a media campaign to promote the 13th edition of its flagship, End of Reason Sale, EORS, the fashion event, scheduled to be held between December 20 and 24.
Following a successful, ‘Big Fashion Festival’, Myntra is now geared up for EORS, which brings with it the largest collection of domestic and international brands at the best prices and value offers imaginable, to bid farewell to the year on a cheerful note and enable shoppers to look forward to a positive and truly happy new year. The aim is to reach 250 million customers.
Whether it is the biggest catalogue size, biggest brands or the biggest value offers, EORS can without a doubt, claim to be the country's biggest fashion event, and the campaign drives home this very aspect. As part of the campaign, Myntra has launched a short but striking montage ad film, to deliver one unifying message – ‘EORS is the Biggest’. Celebrities Hrithik Roshan, Kiara Advani, Samantha Akkineni, Naga Chaitanya and Bhuvan Bam appear in this short film, which has also been spun into five parallel films.
The ad films will be aired across all leading national and regional channels, including digital and social media platforms. Apart from this, EORS-13 will witness the biggest celebrity influencer activation, with 25 national and regional influencers, who are leading Bollywood and television stars, in addition to associations with over 75 other diverse influencers for stronger engagement.
The ad film for the 13th edition of the biggest fashion event gets the message spot-on, with a punchy 15-second account of what EORS stands for – the ‘Biggest’ of everything. Bollywood heartthrob Hrithik Roshan returns, exuding his characteristic striking posture to give a prologue to the film and the EORS event itself. He is followed by Bollywood diva Kiara Advani, Tollywood celebrity star couple Chaitanya and Samantha Akkineni and India's YouTube sensation Bhuvan Bam, calling out EORS as the biggest fashion event, offering the biggest brands and biggest value offers on absolutely everything. The film concludes with Hrithik summing up the entire proposition as being unique to Myntra’s EORS. This ad film will be released on TV, digital, OTT and social media platforms for extensive reach.
The agency for the campaign is Brave New World.
In addition to the TVC and influencer engagement, Myntra is also focussing on many other user engagement activities with various social media platforms and celebrities this time, to ramp up the excitement and reach a wider spectrum of audiences.
Harish Narayanan, Head of Marketing, Myntra, said, “The 13th edition of EORS will be riding on the back of a very successful ‘Big Fashion Festival’, from the initial days of the festive season, which will help catapult our flagship event into the largest fashion event to date in the country. The upcoming edition will continue with the event’s tradition of bringing unmatched offers and a range of options across fashion and lifestyle products, giving people the perfect opportunity to begin their new year on a high note. Apart from offering products at the best prices, Myntra is taking consumer engagement to unprecedented levels, through a robust celebrity and influencer-led campaign, including innovative activities on social media while creating a stronger impact across the country, especially in tier II and III cities and towns.”
The ‘price reveal’ and ‘early access’ period ahead of the EORS comes with exciting benefits for Myntra Insiders, members of Myntra’s loyalty programme, and begins at midnight on December 18. The Elite and Icon base of ‘Insiders’ will enjoy an exclusive completely free early access to the sale starting this period, while others seeking this option may do so by paying a fee of Rs 99.
Myntra Insiders can also avail additional brand and partner value offers using Insider points and will be able to choose from over 50 brands for various additional offers and prizes. Starting December 10 a layer of ‘gamification’, is already available for the customers to play games and earn stars that can be used to buy coupons for the ‘gold slot’ which allows users to purchase their chosen items a few hours before the event starts. There are six exciting games for the current edition — Pictogram, Lantern, Santa Drop, Quiz, Crossword, Bubble Shooter, details of which are listed out on the Myntra App. Myntra expects to engage with over 500,000 users with these games ahead of the EORS.