MUMBAI: The chaos of India’s entertainment market has left a gap, stories get lost in noise. Enter Cavalry Media, a full-service entertainment division from The Other Circle (TOC), designed to make headlines that actually stick. This is not about fleeting coverage; it’s about building narratives that linger in the cultural imagination.
Cavalry will focus on high-velocity entertainment ecosystems, including Hindi cinema, OTT platforms, creators, musicians, celebrities, and elite sports. Its approach is clear, replace scattergun PR with carefully targeted campaigns that integrate media strategy, digital IP, data analytics, and brand tie-ups.
TOC founder and CEO Aakanksha Gupta said, “Authentic storytelling is the only currency that lasts. Cavalry scales this philosophy, blending creativity with intelligence to ensure clients don’t just participate in culture, they lead it.”
Cavalry group head of entertainment Prathmesh Chavan added, “The modern audience is too savvy for reactive PR. Every launch, every film, every debut becomes a cultural moment, structured to endure well beyond opening weekend.”
Cavalry offers a 360-degree approach, including influencer campaigns, experiential activations, crisis management, and intellectual property development. The division inherits TOC’s 12-year legacy, boasting collaborations with some of India’s most influential names: Sonam Kapoor, Kalki Koechlin, Bhuvan Bam, Rishabh Pant, Armaan Malik, Abhishek Sharma, Santanu Hazarika, and Upasana Kamineni Konidela.
With Cavalry, TOC is not just making noise; it’s composing a symphony of stories designed to resonate, endure, and lead the conversation.
MUMBAI: Let’s get one thing straight, not everyone with a camera and an audience is a creator.
Over the past few years, brands have gone all-in on influencer marketing, pumping money into campaigns focusing on numbers, views, likes, and reach. But they’ve forgotten the essence of content creation somewhere along the way. The obsession with influencers has overshadowed the people who genuinely create, the ones who make content that audiences connect with.
At Creators Network, we didn’t just pick the word Creator for the sake of it. We genuinely believe in the art of content, not just the commerce behind it. If you’re good at your craft, money follows as a by-product. But if you start with just the commercial intent, chances are you’ll struggle to build real trust.
The Difference Between a Creator and an Influencer
It’s simple.
Influencers exist because of their audience. Their primary goal is to maintain engagement, grow numbers, and (let’s be real) sell products. And honestly? There’s nothing wrong with that, it’s a legit marketing model. But let’s call it what it is: a sales funnel in human form.
Creators, on the other hand, exist even without an audience. Their focus isn’t on “how do I sell this?” it’s “how do I make something I love?” And when you love what you do, an audience naturally follows. That’s why creators build communities, while influencers build followers.
Selling vs. Using – Why Gen Z Can See Through the BS
Here’s the thing: Gen Z is the most ad-resistant generation ever. They don’t want to be told what to buy. They want to see how something fits into their life. Instead of “Here’s why this shampoo is the best,” they prefer “This shampoo saved me from a bad hair day before my date.”
See the difference?
And that’s exactly why creators work better for long-term brand relationships. When a creator genuinely uses a product, it doesn’t feel like an ad. It feels like a recommendation from a friend.
A great example: Kusha Kapila. You’ve seen her brand collabs, they never feel like she’s selling something to you. They feel like an extension of her content, a natural part of the world she’s built. And because of that, people watch them instead of skipping through.
Or take Bhuvan Bam. If he endorses a product, it doesn’t feel forced, because it’s seamlessly woven into his storytelling. He doesn’t push a brand, he makes it a part of his world. And that’s why it works.
Brands Need to Think Long-Term, Not Just Viral
Right now, most brands are still chasing short-term virality instead of long-term trust. They’ll work with an influencer for one campaign, squeeze out some impressions, and move on to the next. But the best brands, the ones that get it, invest in creators.
Instead of thinking, “Who can get us one million views this week?” they think, “Who can represent our brand for the next three years?”
Few brands have already started doing this, though. They choose long-term creator partnerships over one-off influencer deals because, ultimately, influence fades, but trust compounds over time.
So, Who Should Brands Work With?
It’s not about influencers vs. creators. It’s about short-term vs. long-term thinking. If you need quick clicks, sure, go with an influencer. But if you want brand advocacy that lasts, invest in a creator. Always ask yourself: “Do we want an influencer for today or a creator for the future?”
Your answer will define your brand’s story.
Himanshu Arora is the founder & CEO, Creators Network & BookYourCreator. The views expressed in this column are entirely the author’s and indiantelevision.com need not subscribe to them.
Mumbai: Redefining its brand value of ‘Questing for more’, iQOO, the premium performance smartphone brand of the vivo group, has launched The Film #MyQuestStory, directed by renowned filmmaker Shoojit Sircar. Known for cinematic gems like Pink, Sardar Udham, and Piku, Sircar brings his storytelling magic to this short yet powerful 3-minute film, which features an inspiring message by content creator and actor, Bhuvan Bam.
Your Quest is what sets you apart. We’re proud to support creators who dare to follow their dreams and quest on and on. Join us in celebrating the many creators’ journey and tell your story with #MyQuestStory. #iQOO#iQuestOnAndOnpic.twitter.com/DXX8V8DhPl
Inspired by the insights from the recently launched iQOO’s Quest Report, which highlights that 1 in 4 youngsters in India are seeking new-age careers, while 2 in 3 face societal and family pressures, The Film brings this shift to the forefront. Conceptualized by Ogilvy India, tells the inspiring journey of a young man who defies family expectations to follow his quest for content creation. Set against the backdrop of societal pressure and traditional career paths, The Film celebrates the bold choices made by today’s youth. It highlights how they chase their dreams in an ever-evolving digital world.
The film features Babla Kochar (as the father), Anubha Fatehpuria (as the mother), Yogendra Singh (as Rohan, the elder brother), Aditya (as the younger brother), and Ebong Ipsita (as the house help). It promises to be both entertaining and inspiring, bringing to life a story of passion, resilience, and unwavering determination. The film embodies iQOO’s core brand value of ‘I Quest On and On’ encouraging viewers to embrace their quest for greatness despite the obstacles they face.
Bhuvan Bam, reflecting on his involvement in the film, said, “When the iQOO team invited me to join their campaign celebrating the pursuit of youth dreams, I felt an immediate connection. The spirit of ‘i Quest On and On’ embodies the ambition and determination that drive so many young people today. Being part of a story that resonates so closely with my own journey was a truly rewarding experience. I hope this film inspires others to persevere and continue chasing their dreams.”
Shoojit Sircar added, “Making this film was a truly inspiring journey,” shared Shoojit Sircar, his voice filled with emotion. “The moment I heard the concept, I felt a deep connection to the characters and their stories. It reminded me of the incredible spirit of Indian youth and their unwavering perseverance in the face of challenges. They chase their dreams with a fire in their hearts, a determination to carve their own paths and make their mark on the world. This film is a testament to that spirit, a celebration of their unwavering quest for something more. I hope it not only entertains but also ignites a spark in the hearts of viewers, encouraging them to embrace their own journeys and pursue their passions with courage and unwavering belief.
On the creative process, Ogilvy CCO (North) Ritu Sharda said, “iQOO celebrates the spirit of a generation that believes in continuously exploring and questing. Bringing this narrative to life was a thrilling endeavour for us. The vision was to craft a story that not only reflects the boldness and ambitious nature of youngsters today but also to inspire viewers to push boundaries and chase their dreams with unwavering determination. Collaborating with visionary talents like Shoojit Sircar and Bhuvan Bam gave our concept a huge boost. We believe this film will resonate with audiences and ignite a spark of relentless questing within them.”
The film is now streaming on iQOO’s official YouTube, Instagram, X (Twitter), and community platforms.
Mumbai: GenZ-driven youth media and impact organisation, Yuvaa is proud to announce that its trailblazing talk show, ‘Be A Man, Yaar,’ gained international recognition with a prestigious feature on the iconic Times Square. With a mission to provide men a comfortable space to express themselves, host of the show Nikhil Taneja is now all set to cater to the international audiences.
Redefining the traditional masculinity and promoting positive gender roles, ‘Be A Man, Yaar’ has achieved continued success in two consecutive years with some heartfelt conversations with the trailblazers from the Indian Entertainment Industry like Karan Johar, Vicky Kaushal, Kartik Aaryan, Bhuvan Bam, Zakir Khan, Javed Akhtar, Naseeruddin Shah, and more. The feature on esteemed Times Square marks as a significant milestone in the show’s mission to showcase what it means to be a boy, a man, and a human.
With the feature in International landscape in association with their audio partner Amazon Music, Yuvaa is ready to take the show to global South Asian audiences and spark meaningful conversations that resonate with audiences globally. Starting with the aim to make every Indian man feel less alone by making them feel more heard, more seen, and more represented, the show now aims to represent the vulnerable stories of men across the globe.
Introducing ‘Be A Man, Yaar’ to an international audience, Nikhil Taneja also hosted a screening in New York for the South Asian media and entertainment community, in collaboration with renowned ‘desi’ publication, Brown Girl Magazine. Nikhil showcase the newly launched Season 2 of the series, set the context for the show and giving insights on how its season 1 was #1 podcast on Amazon Music last year and its Times Square feature. In a QnA with Trisha Sakhuja-Walia, founder of Brown Girl Magazine, Nikhil also spoke about his own journey with mental health and masculinity that led him to creating the show.
Hosting notable names like Shivani Bafna, Kaneez Surka, Sudeep Kanwal, Hira Mustafa, Pulkit Datta, Hiba Beg, amongst others, the event focused on playing a few segments from the episodes featuring Karan Johar, Vicky Kaushal, Bhuvan Bam and Javed Akhtar giving a cross-section and diverse flavour of the many facets of the show, and its idea to start a conversation around masculine positivity.
On the Times Square milestone, Nikhil Taneja said, “It was a proud moment, as an Indian, to see our show on a billboard in Times Square, New York, alongside that of talk show icon Jon Stewart. I have the deepest gratitude to the team at Amazon Music, all our guests, partner and of course the incredible audience, that’s turned ‘Be A Man, Yaar!’ from just another chat show into a movement, a call for change, and an invitation to explore the depths of positive, vulnerable and authentic masculinity. The show’s international recognition is a testament to the power of ‘Be A Man, Yaar’ in challenging traditional gender norms and promoting a more inclusive understanding of masculinity.”
The second season of show features guests like Javed Akhtar, Kartik Aaryan, Bhuvan Bam, Manish Malhotra, Rohan Bopanna, Dr Vikas Divyakirti, Gajraj Rao, Boman Irani, Imran Khan, Ankush Bahuguna, Viraj Ghelani, Aryan Pasha and Prateek Kuhad, in an engaging, honest and candid conversation with Nikhil.
New episodes of the thought-provoking talk show #BeAManYaar, presented by The Man Company are now live on Yuvaa’s YouTube channel, and the extended unfiltered versions of the episodes are exclusively available on Amazon Music.
Mumbai: Everyday fashion brand Beyoung has collaborated with YouTube star Bhuvan Bam of BB Ki Vines fame and his hilarious character Titu Mama. The campaign combines Beyoung’s trendy clothing with Bhuvan Bam’s humour. The new video showcases Beyoung’s latest collection, Urban Xclusive collection #AspirationalBhiAffordableBhi. The aim of this campaign is to bring Beyoung’s core message of the coexistence of Aspiration and Affordability across to the audiences in the most entertaining way possible.
In the video collaboration, Bhuvan Bam gives Titu Mama a stunning makeover using Beyoung’s Urban Xclusive collection. When Titu Mama asks Bhuvan who his stylist is, Bhuvan surprises him by revealing that it’s Beyoung.in! Titu Mama is amazed by the incredible benefits Beyoung offers. With an engaging storyline and relatable humor, this video not only entertains but also highlights Beyoung’s brand message – ‘Aspirational Bhi, Affordable Bhi’.
“We couldn’t be more excited about teaming up with Bhuvan Bam and Titu Mama. This collaboration perfectly captures Beyoung’s spirit of being stylish, relatable, and fun. Bhuvan’s ability to connect with his audience is incredible, and we believe this partnership will create memorable experiences for our customers,” said Beyoung founder and CEO Shivam Soni.
“Partnering with Beyoung is super exciting for me! I connect with their principles of making fashion accessible to everyone. Bringing Titu Mama into this adds that extra bit of humour and relatability, which I think our audience will really enjoy,” said Bhuvan Bam, who has been the face of Beyoung since October 2023.
Bhuvan Bam’s close connection with the audiences and immense digital appeal makes him incredibly relatable, especially among the youth. Beyoung’s target audience also relates to the boy-next-door aura that Bhuvan Bam has. This partnership lets Beyoung stay connected with audiences of all age groups, making fashion fun and approachable for everyone. You can watch the collaborative video here:
In its efforts to stay relevant to its customers in tier two, three and four cities, Beyoung is leveraging advanced tech tools. Having an ARR of Rs 200 crore in 2023-24, Beyoung is aiming to achieve Rs 650 crore turnover by 2027. Beyoung has already launched stores in cities like Udaipur, Bhilwara, and Kota. It is aiming to launch 30 stores by the end of 2024. It plans to open 300 stores by 2027.
Mumbai: It was in 2023 when Yuvaa- a popular GenZ-driven media organisation introduced India’s first chat show on positive masculinity called Be A Man, Yaar. The unique and heartfelt conversations with some of the popular men from showbiz, including Naseeruddin Shah, Karan Johar, Vicky Kaushal, and Zakir Khan, caught the attention of millions, starting the much-needed conversation around men, their emotions, and positive masculinity. Now, in association with The Man Company, a leading male grooming brand, Yuvaa is coming back with season two of ‘Be A Man, Yaar’, and this time, it is all about the ‘humanity’ behind masculinity.
To celebrate men from different fields and backgrounds, the second season of ‘Be A Man, Yaar’ will witness Media Entrepreneur and Co-Founder of Yuvaa, Nikhil Taneja engaging in candid, honest, authentic conversations about what it means to be a boy, a man, and a human with: Javed Akhtar, Kartik Aaryan, Bhuvan Bam, Manish Malhotra, Rohan Bopanna, Dr Vikas Divyakirti, Gajraj Rao, Boman Irani, Imran Khan, Ankush Bahuguna, Viraj Ghelani, Aryan Pasha and Prateek Kuhad.
The trailer of the show launched today on Yuvaa’s YouTube channel, and from 10th July, the show aims to delve deeper into the conversations around mental health, loneliness, male friendships, therapy, fatherhood, insecurities, and of course, healthy relationships with women.
Yuvaa and The Man Company share a vision of redefining masculinity and fostering a culture of positive male identity. ‘Be A Man, Yaar’ aims to provide a platform for men to express their true selves, break free from societal stereotypes, and engage in meaningful dialogues that promote mental well-being and emotional health. The Man Company, with its dedication to holistic grooming and personal development, complements this mission by encouraging men to lead lives of authenticity and compassion. Together, they strive to inspire a generation of confident, empathetic, and proud men to be themselves.
Expressing his thoughts behind bringing the second season of the critically acclaimed show ‘Be A Man, Yaar’, Nikhil Taneja said, “Season 1 of Be A Man, Yaar! got an enormous amount of love for creating a safe space on the internet for men in the entertainment industry to have vulnerable and authentic conversations. In Season 2, we have more men, more laughs, more love, more hugs and a lot more vulnerability by iconic men from entertainment to sports to fashion to education. Our guests reflect the diversity of our country and the many ways in which men can learn and be human. I’m thrilled that The Man Company partnered with us on the mission to make masculinity more wholesome.”
The Man Company founder & MD Hitesh Dhingra also expressed excitement about the partnership, highlighting their shared mission of promoting positive masculinity, emphasizing their goal of encouraging men to embrace their individuality and lead with authenticity and compassion. He said, “At The Man Company, we believe in empowering men to embrace their individuality and cultivate confidence inside and out through grooming and a constant dialogue that urges them to bring out the #GentlemanInYou. Our collaboration with ‘Be A Man, Yaar!’ aligns perfectly with our goal to redefine masculinity and inspire men to rise above stereotypes and lead with authenticity, compassion, and gentleness.”
With a reach of over 150 million and mentions by over 450 celebrities and creators, the first season of ‘Be A Man, Yaar’ featured candid conversations with notable figures like Vicky Kaushal, Karan Johar, Zakir Khan, and Naseeruddin Shah, exploring the concept of positive masculinity. Starring some unconventional discussions, the show became the flag bearer for positive communication for men around, bringing out their vulnerable emotions for the world to understand what it truly means to be a man!
The extended unfiltered episodes will be available exclusively on Amazon Music.
Mumbai: Prime Video today announced the Indian reboot of the popular 80s Japanese game show, Takeshi’s Castle, with actor and content creator Bhuvan Bam taking on a new role of a commentator. The eight-episode series will stream exclusively for viewers on Prime Video India. The brand-new season will retain the eccentricities that people saw in the original version – swashbuckling adventures, fun set-ups, and challenging games coupled with hilarious commentary. As contestants travel from one terrifying escapade to another, Bhuvan Bam will be providing a uniquely Indian perspective and add elements of fun and laughter as one of his most-loved characters – ‘Titu Mama’ from BB Ki Vines.
Recapturing the essence of the original series, viewers will get to watch over 100 contestants—the “attacking army”—attempt to storm the impenetrable castle, fighting off all kinds of guards, devils, and giant foam mushrooms along the way. Only the bravest and luckiest will make it through to take on Takeshi himself, and potentially bank 1 million yen.
“Takeshi’s Castle is certainly one of the most iconic shows in India’s television history. Not just in India, but across the globe, Takeshi’s Castle has a huge fan following,” said Prime Video, India director – content licensing Manish Menghani. “As a global streaming service, our mission is to curate diverse content from all corners of the globe, while preserving its relevance and resonance with our local audiences. We are thrilled to announce Bhuvan Bam as the voice of the brand-new season of Takeshi’s Castle. We are sure that his uproarious and off-beat commentary of this iconic Japanese game show will have the viewers in splits. This show promises to rekindle nostalgia and offer an entirely fresh and exhilarating experience to younger audiences.”
Commenting on the involvement in the iconic show, actor and creator Bhuvan Bam said, “Since the original version of Takeshi’s Castle was on television, I have been an ardent fan of the concept, execution and the hilarity of the game show. It’s highly nostalgic for me to have grown up seeing the show and now voicing it, is genuinely a full circle moment. I don’t think there is anyone in my generation who hasn’t loved and enjoyed this madcap comedy. Being a part of this incredible game show is a privilege and an honor. As an entertainer, my viewers have always appreciated the unique yet relatable characters that I’ve portrayed, and I happy to bring a bit of my creative self as ‘Titu Mama’. I am hopeful that the younger generation will get love this show as much as we did.”
Mumbai: Content creator and comedian Bhuvan Bam is all set to launch his fiction show Dhindora on YouTube Originals. Slated as India’s first fictional YouTube Original Show, the eight-parts web-show is created by Bhuvan Bam and helmed by Himank Gaur.
Produced by Rohit Raj under the label of BB Ki Vines Productions, this light-hearted entertainer guarantees a laughter riot, featuring 10 characters from the BB Ki Vines Universe. While the launch date still remains unannounced, Bhuvan will soon announce the release details for all his fans across the country and beyond to enjoy his most treasured piece of work.
Expressing his delight at the announcement, Bhuvan Bam said, “It has been truly incredible to have received all the love since I started out with YouTube, six years ago. I feel YouTube Originals is the most fitting platform for Dhindora to reach all our audiences. I hope this association will only strengthen going forward.”
“We are extremely thrilled to announce that Dhindora is going to be India’s first fictional YouTube Original Show. There is some great potential in this story with some of Bhuvan’s most loved characters. And who better to partner with, than YouTube to take this franchise forward.” said producer, Rohit Raj.
The story revolves around Bhuvan and his family’s everyday lives, when an unexpected purchase leads to a hysterical yet acute series of events. Depicting every common man’s larger than life dreams, the show is sure to strike a chord with all age groups alike.
With the premise promising to be an adventurous ride, packed with rib-tickling moments, the audiences can’t wait to witness what their most-loved creator has in store.
Everyone is hoping that 2021 will bring relief and it is more important than ever. Taking a big leap, Bhuvan Bam has launched Youthiapa 2.0, Bhuvan Bam's Youthiapa.com has been one of India's most prolific home-grown merchandising brands. The house of BBkiVines's official merchandise seems to not want to rest on past laurels. Bam has recently introduced Youthiapa 2.0, an incubator for the young and driven youth of today, to carry the fun energy while preserving a little spice.
The idea of launching Youthiapa 2.0 was simply to be able to express individuality, identity, boldness, expressiveness, and self-awareness, the characteristics which are predominant in the youth. An interesting new brand logo represents a "V" hand gesture which adds another dimension to the brand identity. It accurately describes the youthful zeal and enthusiasm in today's generation. The collection features pieces such as sweatshirts, hoodies, T-shirts, and more which are colorful yet mature.
Staying true to the brand name, Youthiapa has remained a consistent resource for an everyday streetwear wardrobe. This offset carries the brand message of “For the Youth, By the Youth” and is made of pieces that have not only been designed to look stylish but also resonate with our favorite memories of childhood. Youthiapa 2.0’s innovatively designed apparel is made using top quality, breathable fabric, and is available at affordable prices.
Launching the collection for the consumers, Bhuvan Bam said,” Youthiapa 2.0 encapsulates versatile and easy to wear pieces. The designs and the colors are such that it reverberates with the youth. This is the clothing that makes sense for them today. It’s what they want to wear, whether it’s for work, college, or [a reflection] of what they’re seeing on the street.”
Rohit Raj, Partner at Youthiapa said, “Every piece of clothing of Youthiapa 2.0 features unique, signature prints. Youthiapa has found its niche as a go-to place for streetwear staples among our generation. Keeping that in mind, we have launched a capsule collection called Youthiapa 2.0 will cater to a new generation of young shoppers. As the name goes the designs are developed by the line’s target audience: a handpicked group of young, on-the-rise talent. In all its literal sense, it is “For the Youth, By the Youth.” The response has been great so far that we are planning to team up with experts to foray into fragrances. That is something we are really excited about.”
‘Youthiapa’ has erstwhile popularly mastered the balance between usability and addressing cultural, national, and world issues through its tongue-in-cheek fashion. Youthiapa’s trending slogan ‘Hustle Karo Bhasad Nahi’ has caught a lot of attention amongst the industry and his fans. The slogan translates as a message to teenagers to galvanize and work hard, without creating any chaos – something Bhuvan considers his life’s motto.
Founded in 2017, Youthiapa.com is India’s first platform to have store access on a YouTube channel. The subscribers can shop for their favorite merchandise right below BB Ki Vines videos. The new line is exclusively available on its official website. With their unconventional approach, unique ideas, and commitment to conquer the world of fashion, they are all set to expand their presence across the country.
NEW DELHI: In India, there are two things that people lose their minds over: cricket and festivals. And the IPL is a festival of cricket. Add on the fact that this year, it happens to coincide with the Dussehra-Diwali season – and it's no wonder that brands are pulling out all the stops when it comes to advertising and promotional campaigns to capitalise on miraculous opportunity.
Ahead of its Big Fashion Festival, fashion e-commerce platform Myntra has decided to hop on the IPL bandwagon to maximise its visibility and sales. The brand has also tied up with multiple brand ambassadors tailored to click with different demographics and help the brand double its sales compared to the same period last year. It is also Myntra's debut on the IPL pitch.
‘IPL will help Myntra expand into newer markets’
Myntra has partnered with not one, but three IPL teams – Royal Challengers Bangalore, Mumbai Indians, and Chennai Super Kings. The brand is RCB’s official fashion sponsor and will have its logo on the upper right chest of the team’s jersey. CSK and MI will carry the Myntra logo across the teams’ branding and communications.
According to Myntra, VP- marketing Achint Setia, “Myntra is keen to form deep connections with users across India and believes that engaging with prospective customers at all possible and relevant touchpoints is crucial to this vision. We believe that cricket in general, specifically the IPL makes for a key touchpoint and will help Myntra expand into newer markets.”
Use #MyntraBFFGamesWeek with your prediction – which RCB bowler will take the most wickets today? 1 winner with the correct prediction, gets a #Myntra Gift Voucher worth Rs. 1000.
The company has a bunch of activities planned with its partner teams. It has developed strong user engagement through social media, via the RCB, CSK, MI, and Myntra handle, where customers can win unique daily prizes by participating in interactive contests centred around the cricket tournament. The fan engagement innovation ‘Virtual Wankhede’, developed in association with the Mumbai Indians, is a platform which provides MI’s army of fans to unite virtually and cheer on their favourite team.
"The way IPL has also come up with innovations by bringing in the virtual crowd noise, virtual meet and greet with top fans, has helped the brand to drive a lot of traffic from digital and social channels,” Setia added.
To leverage the season effectively, the fashion portal has planned several exciting gamification features and content properties which will provide users with entertainment in the coming days.
One such feature that has grabbed users’ attention is the Myntra Fireball, which provides customers the opportunity to bag specific and time-bound deals by catching a moving ball of flame on the Myntra app.
‘Looking to expand in South, tier-2 and tier-3 cities’
The unique overlap of the IPL and the festive season this year was like a lifeline thrown to brands reeling under the Covid2019 crisis and Myntra is trying to make the most of it. Besides a 2X growth in sales from last year, the fashion firm is also expecting sales momentum from tier-2 and tier-3 cities to continue into the festive period. In fact, it is anticipating that over 50 per cent of its sales will come from outside metro and tier-1 cities.
Looking at the team partnerships closely, the e-commerce firm has chosen two teams from south India and one from north, highlighting its push to diversify and expand its reach. Setia also agreed, saying: “We intend to make a big expansion in the south market. RCB and CSK not only have a strong following in the metros such as Bangalore and Chennai but also drive countless conversations in the smaller cities and towns of the south market.”
Mumbai’s importance to retail businesses can hardly be understated and tying up with the city’s most prominent sports team will only further solidify Myntra’s position in a crucial market, he elaborated. Factors such as team popularity and style quotient were also given strong consideration by Myntra executives when opting for team partners this IPL season.
‘Celebrity endorsements to boost audience appeal’
Brand image and new user engagement are two agendas high on the list of Myntra’s marketing strategy for its festive season jamboree. With this goal in mind, it has roped in vlogging sensation Bhuvan Bam as its first digital brand ambassador.
Myntra and Bam will co-ideate and create content that effectively portrays the brand in an innovative and entertaining manner that goes beyond the traditional forms of communication. The e-commerce platform is counting on Bam’s engaging social media presence and high resonance with the people to gain traction with his 1.93 crore-strong loyal fan base.
Similarly, as part of the Big Fashion Festival promotion, Myntra has partnered up with Soha and Saif Ali Khan to bring the sweetness of Durga Puja to the fore.
The brand film aptly re-creates the present scenario, with countless families celebrating the festive season through video calls, thereby striking an emotional chord with the audience, while underscoring the value of the right attire to enhance any festive celebration and make moments special.
The fashion e-tailer recently announced Bollywood actor Disha Patani as its first-ever beauty ambassador to further consolidate its strong position in the massive and rapidly-growing beauty and personal care (BPC) market in India; actor Kiara Advani is the brand’s nationwide celebrity endorser.
In the same month, south cine star Samantha Akkineni signed on with Myntra as the fashion marquee’s face to win over the region’s large and widespread audience.
Myntra’s holistic approach to its marketing campaigns, with Bollywood, Tollywood, and other regional celebrities, along with top IPL teams, is expected to reach 150+ million people across the nation. According to the brand, the mega fashion event is also set to witness a massive uptick in demand, at 4X over its BAU (business as usual).
Speaking about the overall marketing plan for the festive season, Setia explained: “Our key goal is to ensure Myntra has a prominent space in the key touchpoints with potential customers ahead of its blockbuster sale events. This festive season, our marketing efforts will further drive conversations around the brand through the star-studded campaigns with celebrity brand ambassadors, who have a wide audience appeal reaching all corners of the country.”
However, the company did not share the marketing budget allocated for the festive period, and replied, in terms of spends, the investment varied for each partner as the scale and size of the associations are different.
Myntra’s Big Fashion Festival is scheduled to be held between October 16 and 22. The fashion major will offer various lakh styles from the widest collection of 5000+ brands for its customers. As part of the seven-day festive season sale, the platform is expected to cater to over 4 million unique customers.
Creators, on the other hand, exist even without an audience. Their focus isn’t on “how do I sell this?” it’s “how do I make something I love?” And when you love what you do, an audience naturally follows. That’s why creators build communities, while influencers build followers.
