Myntra has kicked off a category focused campaign showcasing its depth and range of sports apparel and footwear. The fashion major has created a one stop destination for sports attire – a curatedselection of apparel, footwear and accessories for sports enthusiasts.
Myntra has introduced key features like Shop by Sport and Shoe Finder technology that enable customers to shop for exactly what they want by filtering products as per their specific requirements. The platform has also added a feature called ‘assisted shopping’ where customers can dial in and speak to a support expert who will guide and navigate the customer through the sport shopping experience.
The campaign also seeks to leverage and showcase the platform’s expansive sports brand portfolio to reach out to one of the fastest growing fashion segments in India. With over 100 sports brands including some of the iconic names in the category, Myntra offers an unparalleled range of sportswear for people looking to engage in a wide variety of sporting activities.
The TVC features a newbie sports enthusiast trying his hand at different sports to see which suits him best, while Myntra provides him with one stop access to all the sportswear he needs for each sport. Narrated in a humorous and engaging tone the TVC, with 30 and 60 second edits, establishes Myntra as the de facto destination for sportswear.Inan era were fitness and health are starting to gain prominence, the Myntra Sport campaign encourages customers to get on their feet and pick a sport of their choice.
30 sec – https://youtu.be/8wy7CQDLwe0
60 sec - https://youtu.be/QEd-nFZUAHQ
The TVC was conceptualized and produced by Taproot Dentsu.
Commenting on the campaign, Gunjan Soni, CMO & Head - International Brands Business, Myntra said, “Sportswear has been growing at 45% YoY and is one of the largest categories on Myntra. The Sports Campaign aims to unequivocally establish Myntra asthe foremost destination for all your sportswear needs. A unique attribute for this category is need for advice and keeping this in mind we have added some features to assist customers while shopping. We have also created a specialized sports store on the Myntra app to cater to the unique needs of customers and we are seeking to drive awareness for these offerings through this campaign. “
Speaking on the occasion, Ayesha Ghosh, General Manger, Taproot Dentsu, said “As an e-commerce platform, Myntra’s edge lies in the width and depth of offerings, as well as the ease with which to access them. To launch their sport offering, we felt this route works best, as it covers the A-Z of sport and makes for an interesting way to display the sheer number of sporting brands that are available on Myntra. It speaks to anyone, whether serious about sport or not. While not the focus of the story, the service aspects of assisted shopping and shoe finder technology convey the required expertise for Myntra to take the high ground on sport.”
Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said “We live in a world where more and more people are exploring and enjoying sports and fitness-related activities. Our campaign has a simple message, delivered in a light-hearted way, to encourage this growing trend. You needn’t be a pro to be into sports, you just need a nudge to set the ball rolling. And Myntra Sport has everything anyone needs to keep going, once they decide to get going.”