In 2015 Myntra managed to woo online shoppers with its “Bold is Beautiful” ad campaign for its ethnic and contemporary brand Anouk. This year, Myntra is focusing on growing its portfolio, with over 11,000 unique styles and 25+ iconic international brands.
Myntra is already considered as the “House of best fashion brands.” In order to sustain and enhance its position among its 80 million shoppers Myntra has included over 25 international brands to its collection. Today there is great demand for international brands not only in the metros but also in Tier II and III cities. Myntra not only recognised this opportunity but smartly converted it into their strength. Over 50% of revenue of international brands at Myntra comes from Tier II and III cities. Brands like CK, Mango, Tommy Hilfiger, Forever 21, Ferrari and Harley Davidson are some of the global labels which were added to Myntra’s portfolio during this campaign.
Coming to the 45-second television commercial, it features a metaphoric Myntra airport where its passengers/International brands have #JustArrived. Myntra checks, stamps and warmly welcomes the brands and concludes with a fashion show flaunting the latest trends and designs. This time it is is a total contrast to the earlier campaign. In its previous ad campaign they featured ethnic wear and chose the story telling concept to raise the issues of social taboos. #JustArrived introduces international brands and chooses the format of associated user imagery. The fashion shoppers can easily imagine themselves in the place of the models sporting the trendy apparels and accessories.
Gunjan Soni, CMO and head of international brands, Myntra, said, “Myntra has over eight million fashion shoppers, who see us as a destination of choice for their favourite brands. By adding a wide range of International brands, we have further strengthened our fashion leadership. With this campaign, we now want to bring the best of international fashion to the doorstep of every aspiring Indian, going beyond just the metros, and showcase our carefully curated international selection.”* #JustArrived is a smart approach to focus on bringing international fashion to the doorstep of every fashion follower irrespective of their geographic location.
*Source- BestMediaInfo Bureau