Myntra.com has entered into its first association with a Bollywood movie. The Online shopping portal is the official online shopping partner for the upcoming Saif-Deepika Padukone starrer ‘Cocktail’.
A TVC went on air on July 5, which is currently being aired on all entertainment and music channels. The campaign has been produced by Firefly Creatives and Production.
Commenting on the association, Ashutosh Lawania, Co-founder and Head – Sales & Marketing, Myntra.com, said, “Being the official online shopping partner of ‘Cocktail’ we are thrilled to launch similar hi-fashion looks on Myntra.com, which are strongly influenced by what Gautam, Meera and Veronica (the three lead characters of ‘Cocktail’) sport in the movie. With this TVC, we would like to reach out to the young audiences who are fashion conscious and want the trendiest clothes influenced by their favourite Bollywood stars.”
Mukesh Bansal, Founder and CEO, Myntra.com, added here, “Myntra has clearly established itself as a leader in the fashion and lifestyle category today, offering some of the best brands in the world. Youth in India is heavily influenced by Bollywood and they being our core TG, associating with a fashionable movie like ‘Cocktail’ was a perfect fit.”
Myntra feels, youth especially from tier 2& 3 markets look up to Bollywood for the latest fashion trends and tips.They imitate looks of their favourite celebrities and want to dress fashionably. And so, Myntra is providing them with a platform to shop for similar collection via dedicated microsite www.myntra/cocktail.
Lawania said, “The youthful and cheerful quotient of ‘Cocktail’ and its star cast perfectly reflect the fashion quotient of Myntra. Myntra’s varied offerings displayed in the movie are a way to reach out to the modern and fashionable society.”
Online shopping is still in its infancy with first time shoppers being wary of this medium. Leading e-commerce players, including Myntra, are educating target customers on the benefits of shopping online while building trust.
Hence, we see the need to reiterate on the basic functionalities of online shopping being 30 day returns, free home delivery and cash on delivery across all our communications channels to highlight the ease of shopping online.
Myntra has tied up with over 350 of fashion and lifestyle brands in the country such as Nike, Puma, Adidas, Lee, Levis, Pepe, Flying Machine, Arrow, Jealous 21, Fabindia, Biba, Global Desi, UCB, US Polo, RayBan, etc., to offer a wide range in latest branded fashion and lifestyle wear.