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Myntra.com ‘Ramps It Up’ with new campaign

21-October-2011
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Myntra.com ‘Ramps It Up’ with new campaign

Online shopping portal Myntra.com has launched its new campaign today. The portal offers a wide range of clothing, accessories, and footwear from various brands such as Forever New, United Colours of Benetton, Nike, Reebok, Puma, Adidas, Lee, Wrangler, Jealous 21 among others. The company came out with their first ad campaign in July, produced by Bangalore-based Happy Creative Services.

Sanjay Ramakrishnan, VP Marketing, Myntra.com, says, “The objective of the first campaign was to introduce and launch Myntra as an online destination for fashion and lifestyle merchandise. The new ad heightens the fashion quotient. The core message is to communicate the launch of Autumn Winter 2011 collection on Myntra.com. The USP of our portal over other online shopping portals is that we retail only in-season merchandise from over 100 brands and we also have the largest catalogue. For the fashion-conscious consumer, Myntra provides the convenience of buying fashion merchandise online.”

The tagline for the new campaign is ‘Ramp It Up’. The brief for this campaign was to showcase the new offering going beyond sports casuals and to capture the fact that the latest merchandise from the Autumn/Winter collection of brands is now available.

Kartik Iyer, CEO, Happy Creative Services, shared, “The first campaign was a launch campaign for Myntra showcasing the category of fashion brands they were selling i.e. sports casuals. The idea then was to call out to all those who enjoyed wearing these kind of clothes. The intent now is to showcase the larger offering that Myntra has today, spanning casuals, formals and accessories. In that sense, the website has a lot more to offer to a larger audience. Hence, the campaign is about people in their regular surroundings who look like super models walking down a ramp.”

Happy Creatives has come out with only one TVC as part of this campaign. This will be supported by print and digital campaigns.Sanjay adds, “Apart from TV, we have also planned for print and cinema. The campaign will be out in November. The TV campaign is planned till the third week of November. Digital is an important channel for us and the focus there is transaction. It is very metric-driven. We do invest heavily in search, affiliate marketing, display ads, and social media.”

Elaborating on how the idea for the TVC was born, Kartik explains, “With Myntra’s great products and services, fashion can and has truly hit the streets. The idea sprung from there. So, we toyed with the idea of creating fashion ramps from everyday surroundings like supermarket aisles, pedestrian crossings etc. and ‘Ramp It Up’ was born.”

The media mix for the campaign concentrates substantially on television and also includes print and cinema. Talking about their success after the first campaign, Sanjay remarks, “The success of the last campaign was based on following parameters - increase in traffic to the website and brand awareness and recall post campaign. We saw our direct traffic and conversions increase tremendously since the launch of TVC. There was improved efficiency of the online campaign. Feedback from our partner brands has also been very positive. More international and national brands are now keen to showcase their offering on Myntra.com. We expect the new TVC to increase brand salience even further along with new consumers trying out Myntra’s service.”

Myntra’s main TG is men and women in SEC-AB, 18-35 years of age. According to Sanjay, “We estimate the online Lifestyle category to be a Rs 400-crore industry at present. This number is growing every month and on track to grow between 100-150% over next 3-4 years. The overall ‘Lifestyle’ category in India is $45 billion, growing at 16% CAGR. The industry will cross $100 billion in 2015 with somewhere between 5-10% of this being online.
The e-commerce industry is in a nascent and experiential stage. It is too early to talk about market share. The current challenge for any e-commerce website is to educate consumers about advantages of online shopping.”

In the coming months, the company plans to get more brands on board. “We have many more women’s brands such as AND, Global Desi, Jack & Jones coming onboard. We also have Belmont and all brands from Lifestyle like Code, Ginger, Kappa, Bossini etc. International brands like Quicksilver, Roxy will also be available on Myntra.com in the coming months”, Sanjay says.

The commercial:
Myntra’s new commercial begins with a woman doing her eye make-up in what appears to be a green room with chaos and bright lights in the background.She starts to walk forward down a ramp, which later turns out to be an aisle in a cinema hall where people in the vicinity check her out in awe. The commercial then follows people of different genres and surroundings, converting wherever they go, from sauntering across a deserted zebra cross or harbour, a college hallway or dance floor, into a ramp merely with their fearless and bold attitude inspired from the swanky and chic garb they have on. All movement seems to cease around them as if everybody else’s eyes are locked on them in admiration.Finally, all the characters reappear one after another, as if they are approaching the end of the ramp, wearing their attitude on their sleeves.

Key message: The world’s a ramp with Myntra.com and with merchandise from Myntra, people can dress fashionably in their everyday lives.

Credits:
Client: Myntra
CEO - Mukesh Bansal
Senior VP marketing - Sanjay Ramakrishnan
Brand manager - Tanvi Garde

Agency: Happy Creative Services
CEO/ Executive Creative Director: Kartik Iyer
Chief Creative Officer: Praveen Das
Creative Director: Carl Savio
Copywriter: Carl Savio
Art Director: Shatrugan Ramanathan
Account Planner: Ravi Bhat
Account Management: Ajay Kumar & Ruchika Chaudhry

Production House: Asylum
Director: Razneesh Ghai (Razy)
Producer: Anju Vaswani

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