Home >> Advertising >> Article

Myntra’s new ad carries forward the convenience peg

31-October-2012
Font Size   16
Myntra’s new ad carries forward the convenience peg

Myntra has unveiled two integrated communication campaigns, continuing with its earlier theme of ‘Real life mein aisa hota hai kya’.

The commercials convey the message that one can shop at convenient hours without having to compromise on valuable time. Myntra provides the perfect hinge between a tight schedule and a craving shopaholic.

Commenting on the new campaign, Mukesh Bansal, Founder and CEO, Myntra said, “Having created a successful campaign with Taproot showcasing the benefits of shopping online, we are now extending our communication to a wider audience with two new TVCs. This campaign is aimed at showcasing our entire range, with shoppers being able to mix and match from our wide catalogue of over 500 brands.”

The TVCs have been created by Agnello Dias, Chief Creative Officer, Taproot India and Manan Mehta, Managing Partner, Taproot India and their creative team at Taproot. It’s directed by Prashant Issar. The music score is by Sameeruddin and produced by Tubelight Films. Maxus is the media agency.

Sharing the thought process behind the new campaign, Dias said, “This is a further extension of the original campaign thought – ‘Real Life mein aisa hota hai kya’, which had worked so well for the brand the first time round. Myntra has a wide range of fashion brands parading on the site at any given point in time and we thought it would be interesting to dramatise that fact by exaggerating the grand parade of fashion apparel through a catwalk in a place and at a time when one least expects it.”

The first ad shows three bored executives at a board meeting scanning the Myntra site for deals, when they see models sashaying down the boardroom table and displaying the different products from the site.

The second TVC shows a young woman getting a refund for a dress that she had bought, even though the reasons she cites don’t sound convincing enough, thus highlighting Myntra’s 30-day return policy with no strings attached.

Marketing push
An integrated communication programme is being leveraged through TV, digital and social media. The two TVCs are currently being aired on national general entertainment channels.

Speaking to exchange4media, Mehta said, “In the first phase, the campaign successfully demystified the online shopping experience with Myntra, while building on the core offerings – ease of payment, delivery and exchange. The intent in the second phase is to demonstrate the entire catalog that Myntra has to offer and underline the same with convenience of shopping from anywhere and anytime.”

Experts speak
Commenting on the new campaign, Anisha Sarin, Executive Creative Director, Metal Communications said, “I like the simplicity of the core idea of the commercials, which is ‘Real life mein aisa hota hai kya’. I also quite like the way they are directed, though I have to say that when it comes to the 30-day exchange film, I prefer the previous one about the man with the sunglasses telling the shop assistant, ‘Mujhe feel nahin aa rahi hai’; that was much funnier.”

She added, “Overall, Myntra’s move from showing plain clotheshorse to an emotional space is interesting. I think I would have been happy to have the work on my reel. I would give it a 3 on 5, if I were to rate the ad.”

On the other hand, a creative personnel from Paradox 69, who did not wish to be named, said, “The idea of ‘Real life mein aisa hota hai kya’ is not very fresh. But I guess they have done a fairly decent job of the basic brief of a great catalogue store. Also, the ad has been produced very well. It cues style and upmarket and is slickly shot.”

Speaking on the 30-day return ad, he said, “I feel that creativity sometimes gets it wrong when they profile a customer. The only feeling I got looking at the woman was that of a super-irritating customer. The point is, there are lots of normal people who would want to return their stuff if they don’t like it. If they had profiled someone like that, the ad would have connected better emotionally. The effort would have looked more genuine. I feel that so much could have been done with a strong brief like ‘30-day return’. Overall I would give it a 3 on 5.”

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Mookerjee will lead the agency’s focus on strategic media planning, technology, data, content and ROI driven solutions

Lizol continued to reign the top spot in BARC’s Top 10 Brands for Week 23 (June 2-8, 2018)

Mazhavil Manorama which was at the fourth position in Week 22 climbed two positions up, bagging the second spot in Malayalam GEC category. Zee Telugu came in the first spot outdoing Star Maa in week 2...