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Myntra.com launches its new TV advertising campaign

Ecommerce firm Myntra.com has released a new brand advertising
campaign on the theme – “Real life mein aisa hota hai kya” which, according to
the company, demystifies the myth of online shopping. The TVC showcases a real
life depiction of youths shopping at a mall and extrapolating the same to an
online scenario (showcasing the advantages of online shopping over offline).

Ecommerce firm Myntra.com has released a new brand advertising
campaign on the theme – “Real life mein aisa hota hai kya” which, according to
the company, demystifies the myth of online shopping. The TVC showcases a real
life depiction of youths shopping at a mall and extrapolating the same to an
online scenario (showcasing the advantages of online shopping over offline).

The film has been directed by Prashant Issar and produced by
Radhika Sawhney from Tubelight Films. The campaign was conceptualized by Mumbai
based creative agency Taproot India led by Agnello Dias and Manan Mehta.

 “Myntra.com is
clearly one of the country’s most comprehensive online fashion stores. The idea
was to communicate the unique benefits that Myntra.com offers by transposing
those advantages on real life shopping which if possible would be quite an
incredulous thing. But obviously, it’s only possible on Myntra.com,” said Agnello
Dias, Chief Creative Officer, Taproot India.

Manan Mehta, Managing Partner, Taproot India adds, “We found
that there was a considerable amount of confusion on whether Myntra.com was a
fashion apparel brand or a fashion apparel destination. We were facing this
dual challenge of not only establishing Myntra.com as an online shopping portal
for fashion apparels and accessories, but also helping Indian consumers
navigate through their inherent inertias of shopping online.”

“With the establishment of the e-commerce
industry, the greatest challenge is to educate and captivate the audience on
the positives the realm holds. With a film that centers on perks of online
shopping, we believe the message will be driven home,” says Ashutosh Lawania,
Sales Head and Co-founder, Myntra.com, adding, “Being a national brand with
presence across 400 cities, a TV campaign was the best medium to reach and
spread awareness among our audiences.”

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