‘Creating Myntra's End of Reason Sale campaign was phenomenal’
Puneet Kapoor, Executive Creative Director, McCann Bangalore, shares the challenges and the excitement behind the making of the campaign
Published - Jul 16, 2019 8:37 AM Updated: Jul 16, 2019 8:37 AM
The new Myntra commercial that rolled out last month during the brand’s ‘End of Reason Sale’ fetched 17 million views in just four days. The agency that took up the creative duties of this campaign was McCann Bangalore.
Brands have a plethora of reasons for conducting sales, while some do it to entice consumers others intend to clear the excess inventory. McCann Bangalore pushed the envelope keeping in mind the brand’s business goal. The production company, Future East films, too collaborated with the agency and the Myntra team for this campaign.
Speaking about the TVC, a McCann Bangalore associate said, “There were high expectations for this campaign right from the word go. It had to not just look great for a brand like Myntra but also had to create a lot of excitement and anticipation for the sale. And Future East was the right partner for it. They delivered a great film with a challenging deadline and it wouldn't have been possible without a strong integrated team led by Ashim and his eye for detail, and Hemang’s never-say-die attitude to all the demands of the production involved.”
To get more intel on the ad film, we spoke to Puneet Kapoor, Executive Creative Director, McCann Bangalore, on Myntra’s EORS campaign.
The brief for the ad film was a fashion sale film treated like the most anticipated, slick trailer with a trigger-happy adrenalin rush.
What was the big idea from your perspective?
The big idea was that the much-awaited Myntra EORS (End of Reason Sale) is as much awaited as a Hollywood blockbuster.
Views on the final cut
Ashim is one of the most talented directors in the industry, with a phenomenal eye for style and fashion. It’s phenomenal how he pulled off this production against all odds with the shortest possible deadline that was as trigger-happy as the idea. I am delighted when a film does so well for the business and for the aesthetic gratification of the creative teams and companies involved.
The post-production process of the campaign
Post timelines were really squeezed. We ensured most of the CGI was commissioned beforehand. Round-the-clock edits flying back and forth, and approvals on the fly. McCann and the Myntra team ensured that this mammoth number of edits were delivered in a record time.
The key takeaways from creating this campaign
If the script is good - do it by any means possible. Myntra got 17 million hits in four days and we got validation from both the Agency and the Client that the film has got great traction. This makes the job so rewarding.
Hemang Chheda, Producer & Partner, Future East Film, who has conceptualised this film along with McCann spoke about the challenges of this ad film. "The Myntra EORS 2019 script was epic from the beginning. The challenge was the crunched time frame. We delivered the film from start to finish in under 2 weeks and we are talking about 163 edits and various masters for multiple formats here," he said.
Ashim’s ‘will not settle for less’ attitude ensured that we pushed our production partners to help us secure amazing locations and local crew. The challenge is that we had to finish the production in two really long days with multiple location shifts and multiple looks for each situation. Team Future East for Myntra was on a mission.
You can watch the ad film here:
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