CRIC

Myntra unveils month-long campaign for ‘Fashion Your Sport’

The campaign has videos featuring anchors Mandira Bedi and Mayanti Langer, and fans like Sudhir Choudhary

e4m by exchange4media Staff
Updated: May 10, 2019 3:40 PM
Mandira Bedi

Myntra has launched a month-long campaign under the theme of ‘Fashion Your Sport’ which had two videos under its ‘Unforgettables’ series and a miniseries called ‘Sticky Wicket’ which is an off-field take on the IPL. 

The videos honour personalities with an extraordinary passion for cricket. The first film titled ‘Game Changers’ celebrates two women anchors Mandira Bedi and Mayanti Langer who have made a mark for themselves in cricket broadcasting and are an inspiration to hundreds of thousands of women around the country. 

Mayanti herself borrowed the passion for anchoring from Mandira, who became a sensation as an amalgam of glamour and cricket in the early 2000s. The second film ‘True Colours’ celebrates a few unsung heroes who rule the cricketing arena with matchless affection and support to their favourite players or teams as devoted fans and are often identifiable only through their symbolic costumes. 

The film takes us through the journeys of Sudhir Choudhary, the die-hard fan of Sachin Tendulkar, Sarvanan Hari, of M S Dhoni and Col. Vembu Shankar, fan of the Indian Cricket team. 

‘Sticky Wicket’ 
Myntra is also leveraging the ongoing season of IPL to deliver entertaining content and tying it to the platform with humorous narratives through a series of 6 to 8 minute videos. ‘Sticky Wicket’ is a metaphorical drama that superimposes IPL’s on field action, on to several everyday life situations, creating exciting and hilarious short stories. It is a tussle between two persons, similar to the two teams in an IPL match and involves exhibiting and hiding their IPL team loyalties. The episodes are complete with the pitch report, time-outs, presentation ceremonies and most importantly, commentators, all tied to the real-life situations in the story. Each episode is also titled on the lines of the match between two teams, such as Chennai Vs Mumbai and the rest of the combinations. The ‘Unforgettables’ and ‘Sticky Wicket’ episodes have so far garnered 25 million views. 

The Unforgettables
‘Game Changers’: Shot in the city of Mumbai, the film is an amalgamation of two different stories of two extraordinary individuals. It explores their uniqueness, self-driven passion and determination for being the change rather than waiting for it to happen. The narrative catches a glimpse of both, personal and professional lives of Mandira Bedi and Mayanti Langer and their fashion, highlighting their personal preferences of clothing and accessories going with their personalised looks. Along with the interviews and voiceovers of both, the video also showcases the essence of cricket, the pressure and challenges they encountered, breaking stereotypes and the sacrifices they had to make to stick to their choices. Apart from the locations like cricket stadiums and studios, the film has also been shot from the homes of the protagonists, to add a personal touch to the narrative. 

‘True Colours’: The film is an anthology comprising of 3 different anecdotes, depicting real-life stories of 3 super fans of Indian cricket. The narrative drives viewers from one city to the other, from one fan to another. It explores the life of these fanboys - Sudhir Choudhary, Sarvanan Hari and Col. Vembu Shankar and the reactions of people while they are out in the open in their costumes and outfit. It’s all about how fandom is a religion, a way of life, identity and integrity to different people.  

    

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
WhatsApp, Instagram, LinkedIn, Twitter, Facebook & Youtube