AdStrat: Easy, anytime shopping with Myntra

22 Oct,2012

Agnello DiasAgnello Dias, Chief Creative Officer, Taproot India


Name of the Campaign/Ad: – Real Life Mein Asia Hota Hai Kya?


The Brief: The new TVCs have a clear objective of showcasing the wide range of products and convenience of shopping on Myntra.


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Research insights: The TVCs highlight the fact that shoppers have access to over 500 brands ‘anytime, anywhere’ and easy product return with the tag line ‘goods once sold can always be returned’. So it’s the promise of convenience at a click of a mouse and assurance that if not satisfied then it can be returned.


The thought process behind the creative: The first film depicts a boardroom setup where three colleagues stumble upon Myntra while in a meeting and start visualizing stylish models walking on the boardroom table as they scroll through the website. The second film shows a finicky female shopper who wants to return her dress for unreasonable reasons and her request is immediately accepted by Myntra.


Media vehicles chosen: The new TVCs are being shown across most GEC channels. Along with television ads, Myntra will reach out to its audience online with an innovative digital campaign on portals like Yahoo and YouTube which builds on the theme of the TVC. Myntra made the commercials available exclusively for its 7.5 lakh Facebook fans a day before they were aired on national television.


Key issues kept in mind while executing the ad: Agnello Dias, Chief Creative Officer, Taproot India added, “This is a further extension of the original campaign thought – ‘Real Life mein aisa hota haikya?’ which had worked very well for the brand the first time round. Myntra does indeed have a wide range of fashion brands parading on the site at any given point in time and we thought it would be interesting to dramatize that fact by exaggerating the grand parade of fashion apparel through a catwalk in a place and at a time when one least expects it. Similarly, the second TVC emphasizes on a core offering of Myntra – hassle-free return and exchange.”


What is the differentiating factor about the ad? This is a step ahead from the previous campaign focused on demystifying myths about online shopping by communicating the key benefits of shopping with Myntra.


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The TVCs were conceptualized by Mumbai based advertising agency, Taproot. The film was directed by Prashant Issar and produced by Radhika Sawhney from Tubelight films. Maxus is managing the media placements of the TVC.


Client comment: Mukesh Bansal, Founder & CEO, said, “Having created a successful campaign showcasing the benefits of shopping online, we are now extending our communication to a wider audience with two new TVCs. This campaign is aimed at showcasing our entire range with shoppers being able to mix and match from our wide catalogue. With over 500 fashion brands, we are further consolidating our leadership position in the online fashion and lifestyle space”.


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