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Myntra creates a fashionable buzz; earmarks Rs 4-5 cr as ad spend

01-August-2011
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Myntra creates a fashionable buzz; earmarks Rs 4-5 cr as ad spend

e-commerce website Myntra.com has rolled out a new brand campaign, which promotes their USP – “a fashionable new age”. The website, which deals with latest clothing, footwear and accessories in the country, is looking to create awareness about the brand through the TVC.

Talking to exchange4media, Sanjay Ramakrishnan, Senior VP, Marketing, commented on the launch of the TVC and said, “Myntra has seen phenomenal growth in the last few quarters and has established itself as leading e-commerce destination for fashion.”

“This is our first foray into a TV commercial. We are looking to drive awareness about the brand and create curiosity amongst new users to come to the website, through our TVC”, he further added.

The company has allocated an ad spend of Rs 4-5 crore for the brand campaign.
Myntra already runs digital campaigns, which help drive traffic to the website and the transactions on the website are led by the digital campaigns. But to extend their consumer base and for brand building, they are foraying into television. As Ramakrishnan explains, “Brand building on television is more visual and thus easier.”

The video was shot in the locales of Old Delhi and juxtaposes new age fashion with old age grit. According to Myntra, the juxtaposition of the old and new is symbolic of Myntra’s reach beyond the boundaries of urban India and announces their stature in the world of online fashion.

The Film has been directed by Razneesh (Razy) Ghai and produced by Prithvi Raj Luthra from Native. Bangalore based agency Happy Creative Services Pvt. Ltd., led by Kartik Iyer and Praveen Das are the creators of the new brand campaign.

Speaking about the TVC, Carl Savio, Creative Director, Happy Creative Services, said, “The attempt was to create a film that’s pumping with energy, style and attitude; a creative piece that could stand up to all the fantastic products and services that Myntra.com offers. It’s a bugle call to those who believe that they belong to a new order.”

KartikIyer, Founder Director, Happy Creative Services, added, “It's not very often an agency gets to launch a fashion brand in such a scale. With an exciting film that’s all about the new cool, Myntra.com is fully set to soar into the world of fashion and we are excited to be a part of the journey.”

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