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Myntra’s new ad carries forward the convenience peg

31-October-2012
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Myntra’s new ad carries forward the convenience peg

Myntra has unveiled two integrated communication campaigns, continuing with its earlier theme of ‘Real life mein aisa hota hai kya’.

The commercials convey the message that one can shop at convenient hours without having to compromise on valuable time. Myntra provides the perfect hinge between a tight schedule and a craving shopaholic.

Commenting on the new campaign, Mukesh Bansal, Founder and CEO, Myntra said, “Having created a successful campaign with Taproot 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 of over 500 brands.”

The TVCs have been created by Agnello Dias, Chief Creative Officer, Taproot India and Manan Mehta, Managing Partner, Taproot India and their creative team at Taproot. It’s directed by Prashant Issar. The music score is by Sameeruddin and produced by Tubelight Films. Maxus is the media agency.

Sharing the thought process behind the new campaign, Dias said, “This is a further extension of the original campaign thought – ‘Real Life mein aisa hota hai kya’, which had worked so well for the brand the first time round. Myntra has a wide range of fashion brands parading on the site at any given point in time and we thought it would be interesting to dramatise 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.”

The first ad shows three bored executives at a board meeting scanning the Myntra site for deals, when they see models sashaying down the boardroom table and displaying the different products from the site.

The second TVC shows a young woman getting a refund for a dress that she had bought, even though the reasons she cites don’t sound convincing enough, thus highlighting Myntra’s 30-day return policy with no strings attached.

Marketing push
An integrated communication programme is being leveraged through TV, digital and social media. The two TVCs are currently being aired on national general entertainment channels.

Speaking to exchange4media, Mehta said, “In the first phase, the campaign successfully demystified the online shopping experience with Myntra, while building on the core offerings – ease of payment, delivery and exchange. The intent in the second phase is to demonstrate the entire catalog that Myntra has to offer and underline the same with convenience of shopping from anywhere and anytime.”

Experts speak
Commenting on the new campaign, Anisha Sarin, Executive Creative Director, Metal Communications said, “I like the simplicity of the core idea of the commercials, which is ‘Real life mein aisa hota hai kya’. I also quite like the way they are directed, though I have to say that when it comes to the 30-day exchange film, I prefer the previous one about the man with the sunglasses telling the shop assistant, ‘Mujhe feel nahin aa rahi hai’; that was much funnier.”

She added, “Overall, Myntra’s move from showing plain clotheshorse to an emotional space is interesting. I think I would have been happy to have the work on my reel. I would give it a 3 on 5, if I were to rate the ad.”

On the other hand, a creative personnel from Paradox 69, who did not wish to be named, said, “The idea of ‘Real life mein aisa hota hai kya’ is not very fresh. But I guess they have done a fairly decent job of the basic brief of a great catalogue store. Also, the ad has been produced very well. It cues style and upmarket and is slickly shot.”

Speaking on the 30-day return ad, he said, “I feel that creativity sometimes gets it wrong when they profile a customer. The only feeling I got looking at the woman was that of a super-irritating customer. The point is, there are lots of normal people who would want to return their stuff if they don’t like it. If they had profiled someone like that, the ad would have connected better emotionally. The effort would have looked more genuine. I feel that so much could have been done with a strong brief like ‘30-day return’. Overall I would give it a 3 on 5.”

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