We will move away from offline media and invest more in digital: Amar Nagaram, Myntra
Nagaram, Head, Myntra Jabong, spoke to exchange4media about Myntra’s media spends, plans for the festive season and in-app show ‘Myntra Fashion Superstar’
Myntra has moved on from the orbit of catalogue-led shopping to content-led shopping. Their investments are moving more towards content and videos that are going to be seen on the Myntra app. The first piece of content, ‘Myntra Fashion Superstar’ which will premiere on September 17 on the Myntra app in association with Zoom Studios. The eight-part reality show will be the first in-app digital fashion reality show in the world. Actor Sonakshi Sinha and celebrity stylist Shaleena Nathani will be the judges.
With this digital initiative, it will bring on more content and will drive personalisation instead of bombarding the consumer with too many promotions. The brand is investing in AI-led tools to produce the most relevant and engaging content for their consumers.
exchange4media spoke to Amar Nagaram, Head, Myntra Jabong, on their media spends, plans for this festive season and in-app show Myntra Fashion Superstar.
Edited excerpts below
Tell us about Myntra's media spends.
In terms of our marketing campaigns, we have gone from offline to digital-first. We are in the process of going digital-only. We will completely go away from all offline media or ATL (Above The Line) and invest more in digital. We are also looking at the type of content we are creating for these digital content platforms. It’s more of storytelling we are focusing on rather than a 30-second promotional advertisement.
What are the platform's plans for this festive season?
Festivals and fashion go hand in hand. We at Myntra have always played a very critical role in India’s festive season. This year is a big one for us and we want to make it grander for our consumers. So yes there are plans and we will reveal them closer to the events.
What is the vision behind ‘Myntra Fashion Superstar’?
The intent behind ‘Myntra Fashion Superstar’ was to create a standard and sustainable platform for influencers. Influencers do exist in the country but the influencer ecosystem is not that structured as it could be. We saw an opportunity to be a part of it.
What better category than fashion is more influenced than influencers? It was a perfect match for us. So we wanted to do this event for one reason to give that kind of plausibility and recognition to the influencers. The two sides to this are that influencers go through a thorough diligent process of being named as ‘Myntra’s Fashion Superstar’. With that journey, they also get to learn from Sonakshi and Shaleena. We also have judges coming in from the fashion industry to give influencers tips, feedback and make sure they up their game to the next level. So whether they win or not, they will definitely walk away with great insight. Influencers will not just get an identity but a very valuable and relevant following. You go to Myntra with a fashion need in mind and influencers will help consumers decide.
How will the show garner consumer attention and generate sales on the app?
We are not presenting to Myntra consumers this time because we are planning to reach beyond the existing consumer base. One of the growing behaviours today in the fashion industry is that people are looking for information or influencing coming from not so-called influencers. They want more authentic people than authoritative people. We are trying to bring in that experience into Myntra. We want consumers to opt for redemption, which means when they see something they like on a video, they don’t have to go to a different platform to explain it. With our in-house technology investments, we can actually tag the product while the video is being played.
So with just one click, it will be added to the cart and they can still follow up with the video. They can shortlist it and go back to the products whenever they want without skipping the video. Before when you saw something on an Instagram video you had to close the app and search for it on Myntra, there was a lot of back and forth happening. From a consumer experience, it is going to be a delightful one.
Brands associated with the show?
We have close to 10 brands associated with us. During the next week as the series unfolds it will be unveiled. We have integrated it into the script very seamlessly, using it as assets and styles of the brands as part of the tasks. The whole idea of influencing is not to make promotional content.
Tell us about the association with Sonakshi Sinha.
Sonakshi has been a natural choice for us given her expertise in fashion, the way she carries herself and more importantly the kind of followership she has on social channels. That’s what we wanted to bring to the show. From day one she has been a fantastic partner, it’s almost like it's her show than our show because she is so involved in everything.
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