Myntra, the fashion and beauty destination, has launched a multichannel marketing campaign with the aim to engage with 250 million shoppers from across the country on the arrival of the 16th edition of its flagship event, EORS, scheduled to be held between the June 11 and 16.
With the biggest and most desirable international and domestic brands putting forth attractive offers, the event is poised to drive shoppers into a fashion euphoria with sheer excitement.
Popular Bollywood celebrities and lifestyle and fashion influencers, including Hrithik Roshan, Kiara Advani and Siddhant Chaturvedi, are set to build excitement around the most awaited fashion carnival, among their vast fan base and audiences.
Myntra has adopted a thematic approach that’s integrated with a fun medley for the EORS ad films, symbolising the salience and nature of the gratifying event and has launched two master films, starring Hrithik Roshan, Kiara Advani and Siddhant Chaturvedi. The films will also be pairing off the celebrities for the first time, with a 15-second-long edit featuring Hrithik with Kiara and another with Hrithik and Siddhant.
The films will have transitioning costumes with Hrithik donning trendy and hip styles, Siddhant featuring the uber comfortable casual wear and Kiara repping western, casual and ethnic wear.
EORS-16 will be promoted extensively across TV and digital media platforms, such as Google, Facebook and YouTube, while also activating owned social media channels, M-Studio and M-Live.
The storyboards of the ad films with Hrithik starring alongside Kiara and Siddhant respectively, urge shoppers not to miss out on the gathering of the biggest and most iconic brands for India's grandest fashion event, EORS-16.
The ad films move with quick thematic storytelling, with a fun and quirky medley accompanied by excitable and progressive pop music with Myntra continuing to use the signature herald as part of the track. The 15-second edits are set to feature in English and stream across leading TV channels and social and digital media platforms.
The magnitude of the event takes centre stage in the ad films, with the stars narrating the importance of EORS, in tune with the medley. Kiara puts on a show, the variety of fashion on offer rocking the print, western, casual and ethnic offerings of Myntra, her expressions and enthusiasm add a pure entertainment factor to the film. Siddhant is dressed in casual attire and promotes the event with his quintessential repose in an energetic and peppy setting.
Other members of the cast too exemplify the excitement and anticipation, such as a scene where a person is seen in a bathtub full of sneakers, with only his head visible, showcasing the relevance for sneakerheads and fashion enthusiasts alike, thus, symbolising the deals on offer too, ahead of EORS-16.
Social Commerce initiatives:
Myntra will also unleash the full potential of its Social Commerce platforms which have been a cornerstone of its marketing initiatives to engage with its thriving fashion-forward shopper base.
Customers can look forward to India’s most popular influencers, including Big Boss 15 winner Tejasswi Prakash, Hina Khan, Gurmeet Choudhary and Niharika NM among others, creating over 5,000 looks in the space of fashion and beauty on Myntra Studio.
Customers who consume fashion and lifestyle content will see brands connecting with them through 700+ M-Live sessions during which the brands will offer merchandise at EORS prices during the pre-launch itself.
Nandita Sinha, CEO, Myntra, said, “Hrithik, Kiara and Siddhant are going to take center-stage in the EORS-16 ad films, creating heightened visibility for the event and driving deeper reach among fashion-forward shoppers in the country. Their films exemplify the message of the opulence of the event, which will bring together the biggest brands and trend-first styles. We will also offer brands the unparalleled opportunity to harness the power of the creators’ economy and leverage India’s leading influencers to effectively engage our upwardly mobile fashion-conscious consumers.”
The 6-day event will present an opportunity for brands to connect with millions of customers and first-time shoppers from across the country who are expected to visit the platform to cater to their unique fashion and beauty needs.
Agency: Brave New World
Founder And Chief Creative Officer: Joono Simon
Chief Creative Collaborators: Shiv Parameswaran and Arjun Kumar
Business Director: Keerthi Raju and Team
Production House - Dream Catchers
Executive producer: Kirk Jacob
Director: Reema Sen Gupta
Producer: Ashish Udeshi
DOP: Manoj Khatoi / Ratnayelu