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Myntra's new campaign allays fears of shopping online

Myntra's new campaign allays fears of shopping online

Author | Sarmistha Neogy | Tuesday, May 24,2016 8:18 AM

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Myntra's new campaign allays fears of shopping online

It’s been a trend lately that giants in the online shopping space including Flipkart, Snapdeal and Amazon are trying to dispel the fears of online consumers. These players are luring customers with offers like easy returns, cash-on-delivery (COD) and 100% original products etc., to push their sales.  The latest entrant in this space is Myntra, which has released two new ads that aim to address the inhibitions of around 20mn offline shoppers, who transact for other services online, but are wary of purchasing fashion online.

The commercials have been conceptualised by Taproot Dentsu to highlight the ‘Easy exchange’ option that Myntra offers; which is also promoting both the website and the app in the end of the films. The films featuring actors like Abhay Deol, Ira Dubey, Prateik Babbar and others, highlight the initial hesitation that customers experience when it comes to online shopping to promote the  idea -‘Try Myntra, You’ll love it’. The TVCs will be aired on all major national channels, digital platforms and also on radio and outdoor mediums in select markets.

Click here to view the ads:

https://www.youtube.com/watch?v=5MgnbO4D0xQ

https://www.youtube.com/watch?v=TXHScjJlAx8

Campaign motive

Speaking about the new campaign, Gunjan Soni, Myntra’s CMO & Head of International Brands said, “Myntra as a brand has a clear vision to be the most vibrant, fashion forward and yet friendly & relatable brand that helps Indians look good. This campaign aims to influence India’s offline shoppers by addressing their inhibitions towards online fashion and show them, in a light hearted way, how easy and fun shopping on Myntra is. We are working hard every day to ensure shopping on Myntra is the best 'fashion shopping experience' at every step - great brands, fantastic selection, timely delivery and early doorstep returns. We have used existing Myntra shoppers as our allies and voice in delivering this message. ”

Creative strategy

Commenting on the creative brief of the campaign, Pallavi Chakravarti, ECD, Taproot Denstu said, “The brand came to us with a problem; that a lot of people purchase online, but when it comes to buying clothes, there is a large set of audience who have their inhibitions. There have been several brands before as well, which have shouted hoarse with offers like ‘Cash on delivery’, ‘easy returns’ etc., but none of the communication has managed to cut through. So we decided to address this issue through these new set of ads. Focus has been on consumers who think that a platform like Myntra will give them the range, quality, trends and looks that they seek. But their hearts don't quite agree. Logic and rational reasoning have clearly been insufficient to convert them. So we put forward an argument that they can't possibly win. After all, how do you dislike something just after you've liked it?" 

“We used celebrities, whose faces are not used frequently for other products and we thought this could give a fresh appeal to the films,” she explains.

The agency, which has earlier been associated with Myntra’s campaigns, has used a new communication strategy this time. “Our previous ads for the brand were at a point of time, when e-commerce was trying to get a foothold in India, it was more of a fight between the Online Vs Offline worlds. This time, it was more of a micro-targeting in terms of the TG,” added Chakravarti.

Shift from the app-only strategy

Earlier this month, Myntra took a U-turn to relaunch its desktop version after a year of app-only experiment. With the desktop site, scheduled to launch in June, it’s also looking to provide convenience to a segment of customers, especially women customers, who have a marked preference for browsing and shopping on multiple platforms such as mobile, tablet and desktop. The company expects 15-20 % of its sales in this financial year from the website’s return. 

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