Myntra has launched a marketing campaign ahead of the 15th edition of its flagship, End of Reason Sale, EORS, scheduled to be held between December 18-23. The tagline for the promotional campaign is, “Ab Har Koi Reason Chalega!”.
The tagline is an attempt to sum-up the proposition of the scale of the event, while urging consumers to shop with just a reason, however silly they might be.
Myntra will be launching 15-second ad films, starring an existing band of celebrity ambassadors, such as Hrithik, Dulquer, Simbu, Vijay, Kiara, Disha and Samantha. Hrithik will be seen on TV commercials and digital ad films promoting the men’s apparel category, kids and footwear categories, while Vijay, Dulquer, Simbu will promote the men’s fashion category in regional edits. Kiara will frontend women’s western wear and promotions aimed at Insiders (customers part of the loyalty program), Disha will lead the BPC category, while Samantha will lead women’s ethnic wear as well as accessories.
Overall, promotions for EORS will be extended across all levers, including brand communications, social media, celebrities, influencers and brand partners.
In order to drive buzz and salience for the property, Myntra is undertaking a thematic storytelling approach which will be complemented further by category-wise communications at a deeper level to drive intent among the target audience.
Myntra recently forayed into social commerce at scale, by launching M-Live which enables real-time video-enabled, interactive shopping experience, guided by influencers and experts. EORS-15 will witness M-Lives with celebrities and influencers on Myntra-Studio alongside a heightened influencer engagement program at Myntra across all social media channels.
Over 120 Bollywood and regional influencers and celebrities are slated to drive awareness through pre-buzz and EORS days. User generated content is another important aspect of the overall promotions. This time influencers will be making a call to their followers to respond to fillers urging them to shop in the most sought-after fashion event, EORS-15.
Speaking on the launch of the campaign for EORS-15, Achint Setia, Vice President, Myntra, said, “Our marketing campaign for the upcoming edition of EORS has been developed keeping in mind the new-age lifestyle consumers, who are both fashion-conscious and social media savvy. This has prompted us to focus extensively on our social commerce platform, including M-Live to engage with our audiences at scale through their favourite celebrities and influencers. Apart from this, our TV ad campaigns with celebrities, help us reach every part of the country and demography, with the central message of the campaign, that urges shoppers to have a reason to shop, no matter how silly, captured effectively in the ad. This is one of the biggest marketing campaigns that we have put up for EORS and we are expecting to reach ~200 million people.”
Creative creds: Brave New World
The six-day event is slated to cater to the fashion, beauty and lifestyle needs of over 40 lakh unique customers across the country with the demand expected to rise by 2.5X of BAU days. With over 20% higher traffic over the previous winter edition, Myntra expects about 700k new customers during the course of the event, with 45% of the overall traffic coming from tier 2 and 3 cities and towns.
Myntra’s Kirana model will cater to pin codes across the country giving an impetus to their earnings. About 25,000 kirana partners, including franchises, will cater to 80% of all deliveries this EORS. The model offers store owners an alternate source of income and livelihood which is amplified during EORS owing to the sheer volume of deliveries.
Sharon Pais, Chief Business Officer, Myntra, said, “EORS is the nation’s most awaited fashion carnival and we are poised to present the best collection at sharp value offers from across categories, for our customers. With 14 editions to our credit, we have come a long way in understanding the pulse of fashion-conscious shoppers and that gives us an edge in terms of curating the best for every customer cohort. We are looking at a significant portion of new customers meeting their current fashion and beauty need states, through our social commerce platforms, especially M-Live that was launched recently. Our 25,000 Kirana partners will play a pivotal role in enhancing the experience of EORS for our customers, while also having an alternate source of income.”